IANAL, but my understanding is that including the software package in the product/service name this would potentially open your company up to a trademark suit,

IANAL, but my understanding is that including the software package in the product/service name this would potentially open your company up to a trademark suit, because it potentiates customer confusion regarding the things that Elastic is complaining about w/r/t Amazon's offerings of Elasticsearch. Personally, I find that thinking about this issue seems more intuitive when imagining tangible physical products. Imagine that Amazon decides to enter the Cookies as a Service market, and starts launching service offerings with names like 'Oreos by Amazon'. At a glance, would one not assume that this was some sort of collaborative effort between Nabisco and Amazon? I think the average consumer would. And the same probably applies in a situation involving a software product.