AWS appears to be an umbrella for all the B2B stuff that is not B2C/Amazon itself, and in many cases is not directly "web" (see private 5G networks, Snow, Ground Station, etc.)
Hmm, I thought infrastructure components were AWS branded and business services Amazon branded. Like AWS EC2 vs Amazon Quicksight. But then this probably should have been under the Amazon brand so maybe they have another split.
This is not Amazon branded due to optics. Amazon itself is also a store, so it’s competition doesn’t to buy something with the Amazon brand name on it for their key operations.
On the other hand, they may already use AWS which feels like “a company owned by Amazon” rather than Amazon itself.