As a devops engineer and systems architect, I pay a little attention to AWS's certs. The basic-level certs are not a guarantee of competence, and they're fairly trivial (I remember taking the AWS Certified Developer cert and finishing with like 96% in twenty minutes), but they're in-depth enough and the questions just interesting enough that I consider it to be a minor positive. The professional-level certs, however, are a bigger deal to me--they're not easy.

As a business owner, my clients like seeing certs a lot. It helps with bigger clients (with longer and ongoing business arrangements!) a lot.

If you are interested in getting into this side of things, feel free to shoot me an email (in my profile) for an offline chat, I'm happy to help out any way I can. (This is a public offer; I like hearing from people and helping them get in. It's fun.)