Lots of commenters here failing to recognize how much competition within consumer vertical plays here.
For years AWS was the cloud, and the only viable option.
At the same time that traditionally non-technical (or at least not tech-first) companies are coming around to the idea of moving to the cloud, there are alternatives for the first time ever.
Amazon is now a major player in ecommerce, perishable/grocery and digital media content (both delivery and production). Companies in those verticals are hesitant to move to AWS, some are already outright refusing. This is where the opportunity for competitors lies.
For years AWS was the cloud, and the only viable option.
At the same time that traditionally non-technical (or at least not tech-first) companies are coming around to the idea of moving to the cloud, there are alternatives for the first time ever.
Amazon is now a major player in ecommerce, perishable/grocery and digital media content (both delivery and production). Companies in those verticals are hesitant to move to AWS, some are already outright refusing. This is where the opportunity for competitors lies.
Edit: was mentioned, about 13 hours before I did https://news.ycombinator.com/item?id=19149933