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Isn't it yet another case of AWS doing a cheap replacement of existing company: https://apigee.com

I doen't have experience with their product, but on surface they look similar.

They is also http://www.mashery.com/. I've run across a lot of companies using Mashery to manage their API.

I have used Apigee a bit. Amazon's product does seem to me a direct competitor to Apigee. For anyone already on Amazon's infrastructure it's a logical step to use another of their products than buy a service from a third party provider. Amazon's pay-as-you-go service is also very appealing as you might pay for a lot of features you don't use with a provider like Apigee.

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