If this company had registered the "S3" trademark before Amazon had registered "Amazon S3", then this company probably could have gotten a settlement amount fro

If this company had registered the "S3" trademark before Amazon had registered "Amazon S3", then this company probably could have gotten a settlement amount from Amazon... In the actual case I'd expect the company to get a C&D from Amazon at some point, with eventual negotiations being either to change the name or add a prominent header noting the lack of relation to Amazon S3.