I dont fully agree, as others noted by here, there are plenty of products that compete with others and co-exist, for example terraform.

There are some things though that I bet their customers are asking badly, take for example the Transit Gateway, one might thing that it is trying to put out the vendors that users use for their Transit VPC, for example Cisco, Fortinet, Palo alto to name a few, however, the Transit VPC is ugly, tough to maintain and cant scale, yes, the vendors make big money from licences for Transit VPC, but the need of a native service was there, the vendors will still sell licences, just not for Transit VPC, they will be able to focus on other parts that AWS dont prodive a lot.