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Modern applications require adaptable data models, particularly in e-commerce, where product catalogs frequently change. JSON (JavaScript Object Notation) provides flexibility by allowing data models to evolve without rigid schemas. PostgreSQL supports JSON through two data types: JSON and JSONB. JSON stores text as-is but lacks indexing, while JSONB stores data in an optimized binary format, allowing for efficient processing and indexing. PostgreSQL is suitable for various applications, including web and mobile apps, content management systems (CMS), scientific research, geospatial applications, and those requiring advanced search features. In a CMS context, PostgreSQL's JSON capabilities can manage both structured and unstructured data, simplifying the retrieval of article information. The database structure can accommodate both structured and semi-structured data using JSONB for metadata. GIN indexing enhances performance for searching JSON fields. PostgreSQL allows for complex querying of JSON data, including full-text search and transforming JSON into tabular data using JSON_TABLE. Optimizing GIN indexes and employing strategies for efficient querying, such as using expression and partial indexes, can improve performance. PostgreSQL can integrate with Amazon OpenSearch Service for advanced search capabilities. AWS-hosted PostgreSQL services, like Amazon RDS and Aurora, provide additional benefits, such as distributed storage architecture and parallel query processing. Best practices for using PostgreSQL’s JSON capabilities include strategic data modeling, effective indexing strategies, query optimization, and considerations for schema evolution and storage management.