I have heard of dozens of startups that are offering services that Amazon does not. The big problem with these businesses is that are not taking into account what Amazon is.
Amazon is a Fortune 200 company. They have all the technology that you need to run a huge enterprise. They just have not released it or figured out how to bill for it.
They are just waiting for some small startup to prove that there is a market for the product. They go back to the labs and pull the code out.
If you think that there is no way that Amazon will ever go after your market, it must be too small to be Venture funded.