Well, it's a subjective statement as it is my opinion. But for me as a Swede:

* The closest retail in Amazon is in GB or Germany, orders takes weeks to reach me which is a mystery since I've ordered stuff from Germany before and they usual deliver within a week.

* Closest AWS datacenter is in Ireland, latency is high for nordic countries.

* Their documentation is very confusing, you can read all about their web services without understanding one. Leading to sites like this: https://www.expeditedssl.com/aws-in-plain-english

But sure, their services works and is probably good for many, but I've never found them any useful at all.

Try Frankfurt. It may have better latency for you, even if it's further away.

Isn't there an AWS Amsterdam datacenter which would be better latency?

Frankfurt, but latency doesn't always correlate directly with physical distance.