diff --git a/README.md b/README.md
index bfe94a94d89..260112c9875 100644
--- a/README.md
+++ b/README.md
@@ -41,7 +41,7 @@ To see list of all projects run `./gradlew projects`
 See the local.properties definition above to specify this in a config file.
 
 ```sh
-./gradlew -Paws.services=lambda  :codegen:sdk:bootstrap
+./gradlew -Paws.services=+lambda  :codegen:sdk:bootstrap
 ```
 
 ##### Testing Locally
@@ -65,20 +65,51 @@ This will output HTML formatted documentation to `build/dokka/htmlMultiModule`
 
 NOTE: You currently need an HTTP server to view the documentation in browser locally. You can either use the builtin server in Intellij or use your favorite local server (e.g. `python3 -m http.server`). See [Kotlin/dokka#1795](https://github.com/Kotlin/dokka/issues/1795)
 
-### Build properties
+### Build Properties
 
 You can define a `local.properties` config file at the root of the project to modify build behavior. 
 
-An example config with the various properties is below:
+|Property|Description|
+|---|---|
+|`compositeProjects`|Specify paths to repos the SDK depends upon such as `smithy-kotlin`|
+|`aws.services`|Specify inclusions (+ prefix) and exclusions (- prefix) of service names to generate|
+|`aws.protocols`|Specify inclusions (+ prefix) and exclusions (- prefix) of AWS protocols to generate|
 
-```
+#### Composite Projects
+
+Dependencies of the SDK can be added as composite build such that multiple repos may appear as one
+holistic source project in the IDE.
+
+```ini
 # comma separated list of paths to `includeBuild()`
 # This is useful for local development of smithy-kotlin in particular 
 compositeProjects=../smithy-kotlin
+```
+
+#### Generating Specific Services Based on Name or Protocol
 
-# comma separated list of services to generate from codegen/sdk/aws-models. When not specified all services are generated
-# service names match the filenames in the models directory `service.VERSION.json`
-aws.services=lambda
+A comma separated list of services to include or exclude for generation from codegen/sdk/aws-models may
+be specified with the `aws.services` property. A list of protocols of services to generate may be specified
+with the `aws.protocols` property.
+
+Included services require a '+' character prefix and excluded services require a '-' character. 
+If any items are specified for inclusion, only specified included members will be generated.  If no items
+are specified for inclusion, all members not excluded will be generated.
+When unspecified all services found in the directory specified by the `modelsDir` property are generated.
+Service names match the filenames in the models directory `service.VERSION.json`.
+
+Some example entries for `local.properties`:
+```ini
+# Generate only AWS Lambda:
+aws.services=+lambda
 ```
 
+```ini
+# Generate all services but AWS location and AWS DynamoDB:
+aws.services=-location,-dynamodb
+```
 
+```ini
+# Generate all services except those using the restJson1 protocol:
+aws.protocols=-restJson1
+```
diff --git a/codegen/sdk/build.gradle.kts b/codegen/sdk/build.gradle.kts
index de1a2a5a0f4..ec7d21328c9 100644
--- a/codegen/sdk/build.gradle.kts
+++ b/codegen/sdk/build.gradle.kts
@@ -110,21 +110,36 @@ val sdkPackageNamePrefix = "aws.sdk.kotlin.services."
 // Returns an AwsService model for every JSON file found in in directory defined by property `modelsDirProp`
 fun discoverServices(): List<AwsService> {
     val modelsDir: String by project
-    val serviceIncludeList = getProperty("aws.services")?.split(",")?.map { it.trim() }
+    val serviceMembership = parseMembership(getProperty("aws.services"))
+    val protocolMembership = parseMembership(getProperty("aws.protocols"))
 
     return fileTree(project.file(modelsDir))
-        .filter {
-            val includeModel = serviceIncludeList?.contains(it.name.split(".").first()) ?: true
-            if (!includeModel) {
-                logger.info("skipping ${it.absolutePath}, name not included in aws.services")
+        .filter { file ->
+            val svcName = file.name.split(".").first()
+            val include = serviceMembership.isMember(svcName)
+
+            if (!include) {
+                logger.info("skipping ${file.absolutePath}, $svcName not a member of $serviceMembership")
             }
-            includeModel
+            include
         }
         .map { file ->
             val model = Model.assembler().addImport(file.absolutePath).assemble().result.get()
             val services: List<ServiceShape> = model.shapes(ServiceShape::class.java).sorted().toList()
             require(services.size == 1) { "Expected one service per aws model, but found ${services.size} in ${file.absolutePath}: ${services.map { it.id }}" }
             val service = services.first()
+            file to service
+        }
+        .filter { (file, service) ->
+            val protocol = service.protocol()
+            val include = protocolMembership.isMember(protocol)
+
+            if (!include) {
+                logger.info("skipping ${file.absolutePath}, $protocol not a member of $protocolMembership")
+            }
+            include
+        }
+        .map { (file, service) ->
             val serviceApi = service.getTrait(software.amazon.smithy.aws.traits.ServiceTrait::class.java).orNull()
                 ?: error { "Expected aws.api#service trait attached to model ${file.absolutePath}" }
             val (name, version, _) = file.name.split(".")
@@ -147,6 +162,46 @@ fun discoverServices(): List<AwsService> {
         }
 }
 
+// Returns the trait name of the protocol of the service
+fun ServiceShape.protocol(): String =
+    listOf(
+        "aws.protocols#awsJson1_0",
+        "aws.protocols#awsJson1_1",
+        "aws.protocols#awsQuery",
+        "aws.protocols#ec2Query",
+        "aws.protocols#ec2QueryName",
+        "aws.protocols#restJson1",
+        "aws.protocols#restXml"
+    ).first { protocol -> findTrait(protocol).isPresent }.split("#")[1]
+
+// Class and functions for service and protocol membership for SDK generation
+data class Membership(val inclusions: Set<String> = emptySet(), val exclusions: Set<String> = emptySet())
+fun Membership.isMember(member: String): Boolean = when {
+    exclusions.contains(member) -> false
+    inclusions.contains(member) -> true
+    inclusions.isEmpty() -> true
+    else -> false
+}
+fun parseMembership(rawList: String?): Membership {
+    if (rawList == null) return Membership()
+
+    val inclusions = mutableSetOf<String>()
+    val exclusions = mutableSetOf<String>()
+
+    rawList.split(",").map { it.trim() }.forEach { item ->
+        when {
+            item.startsWith('-') -> exclusions.add(item.substring(1))
+            item.startsWith('+') -> inclusions.add(item.substring(1))
+            else -> error("Must specify inclusion (+) or exclusion (-) prefix character to $item.")
+        }
+    }
+
+    val conflictingMembers = inclusions.intersect(exclusions)
+    require(conflictingMembers.isEmpty()) { "$conflictingMembers specified both for inclusion and exclusion in $rawList" }
+
+    return Membership(inclusions, exclusions)
+}
+
 fun <T> java.util.Optional<T>.orNull(): T? = this.orElse(null)
 
 /**