diff --git a/ci/deploy/devsite.sh b/ci/deploy/devsite.sh
index 9fd858a78f89b..e112a1cb42fe5 100755
--- a/ci/deploy/devsite.sh
+++ b/ci/deploy/devsite.sh
@@ -13,6 +13,12 @@
 
 set -euo pipefail
 
+# rustdoc emits ~13k tiny HTML files per docset, so the S3 syncs below are bound
+# by per-object request latency rather than bandwidth. The aws CLI defaults to
+# only 10 concurrent requests; bump it so the many small files upload in
+# parallel.
+aws configure set default.s3.max_concurrent_requests 100
+
 cargo about generate ci/deploy/licenses.hbs > misc/www/licenses.html
 
 aws s3 cp --recursive misc/www/ s3://materialize-dev-website/
@@ -20,10 +26,27 @@ aws s3 cp --recursive misc/www/ s3://materialize-dev-website/
 # We exclude all of these pages from search engines for SEO purposes. We don't
 # want to spend our crawl budget on these pages, nor have these pages appear
 # ahead of our marketing content.
-RUSTDOCFLAGS="--html-in-header $PWD/ci/deploy/noindex.html" bin/doc
-RUSTDOCFLAGS="--html-in-header $PWD/ci/deploy/noindex.html" bin/doc --document-private-items
-aws s3 sync --size-only target-xcompile/doc/ s3://materialize-dev-website/api/rust
-aws s3 sync --size-only target-xcompile/doc/ s3://materialize-dev-website/api/rust-private
+#
+# `api/rust` gets the public docs; `api/rust-private` gets the docs with private
+# items. We build each docset into its own target dir and build+upload them in
+# parallel. --delete makes each prefix a clean mirror (and purges private pages
+# previously uploaded to api/rust).
+export RUSTDOCFLAGS="--html-in-header $PWD/ci/deploy/noindex.html"
+
+(
+  CARGO_TARGET_DIR=target-xcompile bin/doc
+  aws s3 sync --size-only --delete target-xcompile/doc/ s3://materialize-dev-website/api/rust
+) &
+rust_pid=$!
+
+(
+  CARGO_TARGET_DIR=target-xcompile-private bin/doc --document-private-items
+  aws s3 sync --size-only --delete target-xcompile-private/doc/ s3://materialize-dev-website/api/rust-private
+) &
+rust_private_pid=$!
+
+wait "$rust_pid"
+wait "$rust_private_pid"
 
 bin/pydoc
 aws s3 sync --size-only --delete target/pydoc/ s3://materialize-dev-website/api/python