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Server providers that support e-commerce applications as a service to multiple e-commerce websites traditionally use a tiered server architecture. This architecture includes an application tier to process requests that require dynamically generated content. How this tier is provisioned can significantly impact a provider's profit margin. We study methods to provision servers in the application serving tier to increase a server provider's profits. First, we examine actual traces of request arrivals to the application tier of e-commerce sites, and show that the arrival process is effectively Poisson. Next, we construct an optimization problem in the context of a set of application servers modeled as M/G/l/PS queueing systems, and derive three simple methods to approximate the allocation that maximizes profits. Simulation results demonstrate that our approximation methods achieve profits that are close to optimal and are significantly higher than those achieved via simple heuristics.