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Once again Amazon Web Services is taking on Oracle, the kingpin of relational databases, with Aurora, a relational database it said is as capable as “proprietary database engines at 1/10 the cost,” according to AWS SVP Andy Jassy.

This is a new battle in an older and broader war. Amazon’s RedShift took the battle for data warehousing to the incumbents Oracle, Teradata and others, a few years back.

Aurora, which will join MySQL, SQL Server, PostgreSQL, and yes Oracle on the company’s Relational Database Service (RDS) lineup, is compatible with MySQL, [company]Amazon[/company] said. It goes into preview today.

Amazon is right that customers, even big [company]Oracle[/company] customers who hesitate to dump tried-and-true database technology are sick of Oracle’s cost structure and refusal to budge from older licensing models. Still there are very few applications that are more “sticky” than databases, which typically hold the keys to the kingdom. Financial institutions see their use of Oracle databases as almost a pre-requisite for compliance, although that perception may be changing

Gist of Jassy's #reinvent remarks: Are you an enterprise vendor? Do you have a high-margin product/service? AWS is probably coming for you. — Lydia Leong (@cloudpundit) November 11, 2014

Also new today, Amazon’s new AWS CodeDeploy, code-named Apollo, that the company said will enable rolling upgrades and ease deployments to multiple instances. It is available now, Jassy said, and will work with customers’ existing toolsets.

And , coming up early next year, AWS CodePipeline, a continuous test, build and integrate toolset. And AWS CodeCommit, a managed repository that lets you put your code where it can execute quickly with minimal latency.

This story will be updated throughout Andy Jassy’s keynote.