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