AWS has always ridden other products (Postgres, MS-SQL, Redis, etc) that are open source or has negotiated licenses (Windows, MS-SQL, Oracle RDBMS) that are bundled in the end-user price per hour/GB/whatever.

AWS has Bedrock to use various AI providers and has bundled the licensing into the price, so they are getting the users without having to develop the actual AI.

They provide the compute, networking etc, and they provide the users to the AI vendors.

Why would they need to develop their own?