Yes, it is similar approach to JAWS, with an abstraction layer that could scale the framework and ecosystem across cloud providers. We have presented this last week at AWS re:Invent 2015 - https://www.portal.reinvent.awsevents.com/connect/sessionDet.... The feedback was overwhelmingly positive, so we'll continue iterating to empower developers build and publish their microservices applications to the marketplace; and on the other hand to enable enterprise customers to consume and package the microservices into web apps that will be deployed into their accounts from cloud providers like AWS.
We have met with guys from JAWS at AWS re:Invent last week and they are doing great job with it! We don't look at them as competition, but rather brothers in arms who aim the same goals of building serverless platforms on AWS. We are pretty sure that we will partner in the near future, mainly because from our humble experience, customers who need help with Serverless AWS are overwhelmingly a lot, but developers and partners who can meaningfully help them - very few.