Amazon sell a lot of stuff and consequently compete with a lot of legacy companies: Brick and mortar retail in nearly all fields (fashion, food, tools, applianc

Amazon sell a lot of stuff and consequently compete with a lot of legacy companies: Brick and mortar retail in nearly all fields (fashion, food, tools, appliance, books, etc), other online marketplaces (often with a mail order past) and even some tech companies. Generally, companies are unwilling to give money to their competitor, reinforcing it. They also might want to avoid some PR issues, as using your competitors product can lead to juicy stories depending on the situation/field. If they are somewhat paranoid, they can also be reluctant to have their data accessible by their competitor (and I'm not talking DBs access there, even something like ELB logs can give valuable information, iirc such story did pop a few years) Working for a marketing SaaS solution, requests from our clients to not be hosted on AWS are still quite common.