1. I have no idea what it is. DIY (presumably) microservices? And, there's a way to use AWS without servers (is this a reference to Lambda?) The title of your product is 'Digital Enterprise End-to-end Platform', which looks impressive but on further inspection appears meaningless.
2. Reading further into your github page and looking at the DEEP marketplace, I think you're selling software-as-a-service deployments? Something like Sandstorm or Openshift, I'd imagine.
3. Aah, okay, so you're making an abstraction layer on top of AWS -- but it doesn't seem like that permits any portability between cloud platforms. Is the only benefit to using your system easy deployment onto Amazon's product?