I would grant that Amazon's Graviton is an actual thing, but that's pretty new. I would put the Fire and Echo devices in the same bin as their branded USB cables, i.e. "we put our logo on some stuff out of Shenzen."

I get that AWS services are a real thing made possible by other real things, but it's also essentially a branded software layer on top of a lot of open source stuff. Over-simplification, sure, but there are enough third-party services that ape enough of the AWS API that I think of it more like a Dell than an Apple.