Bezos, of all people, was like "make it happen." And it did. It was basically work for no reason except future proofing. Having someone up the food chain OK this much work for the future (and no hard dollar benefit) is highly unusual.
And besides that they've done some incredible things with their infrastructure, like authorization. Distributed authorization is really hard, but at AWS it's completely invisible. Remove a permission from an IAM role and it moves through AWS really, really fast. It's totally magic. Anyone who was abused by CORBA knows how hard that is to do well.
Their newer stuff (like Cognito) is sort of weird, but other things are surprisingly solid given how big AWS is. Small shops have trouble shipping feature complete software, and BigCorps can be even worse. AWS has gotten really good at it.