Over the years, Amazon has gone more and more in the direction of the software being the product.

As an immense e-commerce site, the software enabling all the sales was the key differentiator to the competition.

Then they brought in external sellers, making the e-commerce platform more directly a product.

Then of course they started selling the infrastructure directly as a product, as AWS. Which of course relies on software to automate the provisioning, operation, and monitoring of those computing resources.