Digitalocean - very friendly UI with lots of options to spin quickly virtual machines, in many different regions. Some options for backups, etc, but not much on top. They have an API that could allow you to setup orchestration though, which is pretty cool. For a small to medium shop, it should be fine.
OVH - similar story as DO, except they have a bigger network and also offer a wide range of dedicated servers. They seem to be more EU centric but also have a Canadian DC. Their 'child' services kimsurfi and soyoustart offer very affordable dedicated server options, targeted at people doing minor projects and gaming rigs. They also run runabove.com, which is their 'lab' project - here they used to offer power8 VMs, etc.
Hetzner - cheap dedicated servers in Europe. Recently added DDOS protection. They have a 'marketplace' where u can bid on dedicated servers and thus avoid initial setup costs.
Leaseweb - also pretty good, they have a range of products similar to OVH (dedicated servers, VPS, cloud, etc).
Haven't used GCE yet unfortunately, but I heard good things about it. Seems to be the only real direct contender to AWS at this point.