It's like they started to create different products with their own identity and stopped here. Each product has the same doc, same yellow/white/black design, same marketing, but with a special name. So we have nothing to anchor our mind but that. They should continue to do what they were doing and do a whole sub-website for each one of their product with their own marketing identity. It will make more sense for newcomers to wrap their mind and will ease how they should think about them. They should do the same websites than Vault, Consul, Docker with Route 53, S3, Glacier...

s/developers/sales/.

I think this comes from considering all those services as separate products. After all, today every product needs a distinguishable name, a logo, etc. /s

To be fair AWS is much, much better than your average 'corporate crap'