Amazon just made a move that shows how competitive things are getting in the world of computer helpers for programmers. The company announced it’s giving away its Kiro Pro+ tool completely free for a year to new startups, letting them use it for up to 100 people on their team. It’s a classic move from the tech playbook, get people hooked on your product before they commit to anything else.
The announcement came during Amazon’s re:Invent conference this week, where their cloud services boss Matt Garman revealed the plan. In a market that’s absolutely flooded with similar tools, Amazon is betting that removing the cost barrier will be enough to get young companies choosing Kiro over the dozen other options out there. It’s basically the same strategy drug dealers use, except legal and with software that writes computer programs for you.
The timing makes sense when you look at what’s happening in the developer tool market. There’s GitHub Copilot, which Microsoft owns and has a massive head start. There’s Cursor, Claude Code, and Gemini Code Assist all fighting for attention. Then you’ve got simpler platforms like Replit and Lovable that have gotten popular because they’re easier to use for people who aren’t hardcore programmers. Amazon watched all these competitors gain traction and realized they needed to do something dramatic to get noticed.
What’s particularly interesting is that Amazon isn’t just throwing this offer out to everyone. You have to be a startup that’s gotten money from investors, specifically anywhere from just getting started up through what they call Series B funding. That’s a pretty narrow target, but it makes sense. These are the companies that are growing fast, hiring developers quickly, and making decisions about which tools their teams will use for years to come. Get them using Kiro now, and there’s a good chance they’ll keep using it even after the free year ends.
The geographic restrictions tell another part of the story. American startups can get it easily, but if you’re in France, Germany, Italy, most of South America, or countries under trade restrictions, you’re out of luck. It’s a weird limitation that probably has to do with regulations and business priorities, but it means Amazon is leaving some pretty important startup scenes out of the picture. Europe especially has tons of great young tech companies, and excluding them seems like a missed opportunity.
GitHub Copilot has been doing something similar, though they’ve been a bit more selective about it. They offer free access to verified students and people who work on popular open-source projects. It’s a slightly different angle, they’re targeting the individual developers who will become influential voices in their companies later, rather than going straight for the startups themselves.
The whole strategy works because these code-writing assistants are genuinely useful once you get used to them. They don’t write perfect programs by themselves, but they speed up the boring parts of programming by suggesting chunks of code, finding mistakes, and helping you remember how to do things you’ve done before. The catch is that you need to use them regularly to see the benefit, which is exactly why getting people started with a free year is such a smart move.
Behind all this generosity is a simple calculation. The companies giving away these tools know that switching costs are high. Once your whole team learns to use one assistant, once you’ve integrated it into your workflow, once everyone’s comfortable with how it works, changing to a different tool is a pain. It’s like learning a new keyboard layout after years of typing, technically possible but annoying enough that most people won’t bother unless there’s a really compelling reason.
The competition in this space is only going to get more intense. Every big tech company wants to own the tools that developers use because those developers influence which bigger services their companies buy. If you’re using Amazon’s helper to write code, you’re probably more likely to run that code on Amazon’s servers. If you’re using GitHub’s tool, you’re already in Microsoft’s ecosystem. It’s all connected.
What’s happening now is essentially these companies are paying upfront to acquire customers, betting that enough of them will stick around and eventually become paying customers to make it worthwhile. Amazon is offering something worth potentially tens of thousands of dollars for free, hoping that when the free period ends, companies will be too dependent on it to switch. The deadline to apply is the end of this year, which creates urgency and probably helps Amazon hit certain adoption numbers they need to show investors.
For startups, it’s actually a pretty good deal if you’re in one of the eligible countries and have the right kind of funding. Free tools mean more money for other things, and these assistants can genuinely make small teams more productive. The trick is being smart enough to evaluate whether the tool actually works for your needs during that free year, rather than just getting comfortable with it because it’s free.
The exclusion of certain countries might actually push developers in those places toward competitors who are available everywhere, which could backfire on Amazon’s strategy. If you’re building a global company and some of your team can’t access the tool because of where they live, that’s a real problem. It might make more sense to choose something that works for everyone on your team regardless of location.
Both Amazon and GitHub are making the same bet, that the future of programming involves these assistant tools being everywhere, and whoever gets adopted first will have a huge advantage. They’re probably right. Five years from now, it’ll probably seem as weird to write code without one of these assistants as it would seem today to write a document without spell check. The question is which company’s assistant will be the default choice, and right now everyone’s fighting hard to be the answer to that question.
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