What do you mean unmatched even among large cloud providers? AWS doesn't innovate fast?
It's because it sucks, and that team knows it. Amazon retail signed a huge deal with Fastly for content delivery.
Lambda@Edge is even worse. Horrible developer experience, bad pricing, and wishy-washy performance. I know I'm biased, but I'm also currently an AWS customer as well and use them every day. From a customer perspective, it sucks. All of their products are 7/10 tier at 15/10 price. AWS Cognito is a 7/10 to Auth0's 9/10, for example. They don't have any class-leading products on an individual level. They are only competitive when you zoom out and realize AWS is a true one stop shop. But, like Cloudflare says, it's Hotel California. There's a literal exit tax to leave AWS.