Lock out the root AWS keys as much as you can (ours requires a MFA token that's stored in a safe) and only use IAM users with restricted permissions for day to day operations.
Everything should have an audit trail, preferable with all the logs shipped off the servers to a centralized store (that way if a server is compromised the attacker can't also edit/delete the logs)
Script all your boxes through config management so that you can handle updates/security patches in a uniform manner and quickly.
Restrict who has access to root/DB in production. When you grant access keep an audit trail of why they have access and revoke it if it's no longer necessary. Have a good development environment setup so people don't develop the habit of developing against production.
Pentest + bug bounties are good. Once you get to a certain point you'll probably also need to have a general security/HIPAA audit as well.