It's interesting to me that many of the non-AWS products they list under "it's like" have equally incomprehensible names.
API Gateway
Should have been called: API Proxy
It's like: 3Scale
SNS
Should have been called: Amazon Messenger
It's like: UrbanAirship, Twilio
Kinesis
Should have been called: Amazon High-Throughput
It's like: Kafka
(It always gets me that someone actually named a large software product "Kafka".)