They only allow one acronym in the name of the service. Since "AWS" is already an acronym, they use "Amazon" for services that already an acronym, i.e.:

    Amazon SQS

but

    AWS Kinesis

    Amazon EC2

but

    AWS Lambda

this is not an exception b/c DB is an acronym:

    Amazon DynamoDB

If the service name is not an acronym, then they choose whatever sounds nicer, i.e.

    Amazon Lightsail

vs.

    AWS Lightsail

Exception:

    AWS IoT

Probably because Amazon is bad at naming things.

Some companies are very reluctant to rely on "Amazon things" because they consider Amazon a key competitor. Especially in retail or e-commerce. Those companies are often more willing to use services that are specifically AWS-branded. It helps AWS make promises like "yes we will look at statistics of your usage to improve our services, but we won't share that with the retail side of Amazon."

same reason there's like nine distinct api protocols the various aws services use. teams just aren't coordinated at that level

Why are there at least 3 ways to configure an emr cluster from a main file and many of the property names don't match? (data pipeline, cloud formation and emr's own syntax)

Amazon's internal structure seems to leak a lot.

Maybe Amazon <serviceName> aren't in the AWS org? I'm curious too though. Any amazonians to comment?

May be to separate from Amazon devices itself (see Amazon {Kindle, Echo}) and cloud services