Cloud storage solutions promise high scalability and low cost. Existing solutions, however, differ in the degree of consistency they provide. Our experience using such systems indicates that there is a non-trivial trade-off between cost, consistency and availability. High consistency implies high cost per transaction and, in some situations, reduced availability. Low consistency is cheaper but it might result in higher operational cost because of, e.g., overselling of products in a Web shop. In this paper, we present a new transaction paradigm, that not only allows designers to define the consistency guarantees on the data instead at the transaction level, but also allows to automatically switch consistency guarantees at runtime. We present a number of techniques that let the system dynamically adapt the consistency level by monitoring the data and/or gathering temporal statistics of the data. We demonstrate the feasibility and potential of the ideas through extensive experiments on a first prototype implemented on Amazon’s S3 and running the TPC-W benchmark. Our experiments indicate that the adaptive strategies presented in the paper result in a significant reduction in response time and costs including the cost penalties of inconsistencies. 1.