It was a bad choice of name by Amazon. They should have created "Amazon Search Services" and ElasticSearch would be one of multiple available options ala RDS a

It was a bad choice of name by Amazon. They should have created "Amazon Search Services" and ElasticSearch would be one of multiple available options ala RDS and its many database options. I'm no lawyer but it appears to me that they are blatantly in violation of ElasticSearch's trademark.