Direct device->AWS use can make a lot of scaling issues very simple without needing a middleman service on every request. However this does not obviate the need for a federation brokering-type service that auths the device, calls AWS to get a time-limited token with permissions scoped just so, and hands that back to the client.
AWS provides Amazon/Google/FB web identity federation for just this use case: http://aws.amazon.com/iam/details/manage-federation/.