But, they also offer plenty of free (and good) "ready made and pre configured" packages for people to use (for exampe wordpress, bitbucket etc.). You can search them here https://aws.amazon.com/marketplace/
AWS is way more than hardware.
Lambda - on demand code execution
Route53 - DNS and domain registration
S3 - File storage with redundancy and an HTTP interface
RDS - Managed relational databases
DynamoDB - NoSQL key/value store with indexing and scanning
SQS - Job queue-ing without needing to manage servers
SES - Email service with the ability to both send and receive email and also trigger a Lambda function when email is received
SNS - Fan out notifications with multiple destinations (iOS, Android, Email, SMS, webhook, etc)
IAM KMS - Manage your encryption keys
EC2 - Ok, this one actually is hardware
Git hosting, docker file hosting. Etc...
That is just off the top of my head. However, if you want to avoid vendor lock-in, then yes, it is just hardware.
I understood previous question as "What CMS amazon is offering for clients in website hosting", to where I think my answer still stands.
That is a complete miss-categorization. Amazon AWS is a single business unit with EC2 being a single product inside of it. When people say Amazon Web Services it very clearly means more than just EC2.
To compare EC2 to SQS (simple queuing service) and saying they are different is the same as comparing Amazon Book sales to Amazon Clothing Sales. It is a distinction that not many people would make.
Actually in a way it is more like saying that Amazon Selling the Twilight novels is different than Amazon selling college textbooks.