Medium has a 4 year old post from Jan 2015 interviewing Andy Jassy. The paragraph that caught my eye is Andy describing the beginning. The invention of AWS.

“Amazon Web Services wasn’t any one person’s single idea. No proverbial apple fell on some Newton’s head, no Henry Ford or Steve Jobs-like character had a brainstorm. Instead, it rather emerged. The idea grew organically out of the company’s frustration with its ability to launch new projects and support customers.”

The other part was the willingness to experiment and fail.

“Invention”, says Jassy, “requires two things: 1. The ability to try a lot of experiments, and 2. not having to live with the collateral damage of failed experiments.”

These are good lessons to think about when creating new services.