AWS operated for 7 years without any competition. That's a hallmark of a non-obvious invention. If you watch early AWS pitch, even Amazon didn't know what it really was.
See this video (timestamped). The pitch was similar to @paulg's ViaWeb: "create your own store."

In fact, PG came close to inventing AWS before Amazon: paulgraham.com/worked.html Image
Apparently the pitch was about a precursor offering. But I think they’re related in the same way that PG’s platform idea had to pass through a narrow application like ViaWeb.
Another interesting fact about AWS is that EC2 was born in South Africa. In fact, it was the first place I interviewed to work right out of school.

Working on EC2 in Cape Town seemed like a dream at the time. Image

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