ARN - Feb 6 - Tinder is using image recognition technology from Amazon Web Services (AWS) to power its matching algorithm. Speaking during AWS re:Invent in December, Tom Jacques, VP of engineering at Tinder explained how it is using the AWS Rekognition service to identify user's key traits by mining the 10B photos they upload daily. "The challenges we face are in understanding who members want to see, who they match with, who will chat, what content can we show you and how do we best present it to you," Jacques outlined. Tinder ingests 40TBs of data a day into its analytics and ML systems to power matches, which are underpinned by AWS cloud services. "The more pictures you have, the higher likelihood of success to match," says Jacques. An increasing number of users are foregoing the bio altogether, meaning Tinder needed to find a way to mine those images for data that could power its recommendations. Rekognition allows Tinder to automatically tag these billions of photos with personality markers, like a person with a guitar as a musician or 'creative', or someone in climbing gear as 'adventurous' or 'outdoorsy'. Rekognition is available off the shelf and is charged at $1 for the first 1M images processed per month, $0.80 for the next 9M, $0.60 for the next 90M and $0.40 for over 100M.