Some companies are very reluctant to rely on "Amazon things" because they consider Amazon a key competitor. Especially in retail or e-commerce. Those companies

Some companies are very reluctant to rely on "Amazon things" because they consider Amazon a key competitor. Especially in retail or e-commerce. Those companies are often more willing to use services that are specifically AWS-branded. It helps AWS make promises like "yes we will look at statistics of your usage to improve our services, but we won't share that with the retail side of Amazon."