IIRC, Amazon.com doesn't use ELB, they use some proper load balancers (with DNS above) in front of several Regions of ELBs.
I wonder if there's a market for global load balancing + advanced DNS tricks as a service, even if you're using Amazon entirely. Generally extending Amazon's IaaS with features Amazon should implement hasn't been a great strategy, as Amazon eventually implements an inferior but cheaper or easier (or at least default) solution for non-core parts.
Kind of surprised to see www.amazon.com goes to DC for me (from SF), though. It's possible it's all in US-East, across all the AZ's, and just has localized sites like co.uk in other places.