Jassy has used the "builders" term for years while leading AWS. It was a central theme in many of his keynote speeches. I think it was chosen specifically because it was not an industry-standardized (and watered-down) term.

https://aws.amazon.com/builders-library/ among many other AWS docs that use the builders language.

That language predates Jassy, it was there back around 2012 at least.

Andy Jassy's been at Amazon since 1997 and headed AWS from its inception.

Predates Jassy? He has literally worked at Amazon for decades and most of that on Amazon Web Services.

Predates Jassy running Amazon.

Amazon has had an org called 'Builder Tools' or some variation on that for over a decade (maybe much longer?). That team has historically owned the systems for build, deployment, source control etc. AWS also uses the 'builder' terminology a lot in their marketing. E.g. Werner saying 'Now go build!' at the end of his keynotes, and the 'Build On AWS' campaign.