Re: I always find..
I had a very similar experience, after having a number of friends / colleagues wax lyrical about AWS and how I would be a perfect fit, I also applied.
Apart from the first interview, which was largely technical in nature (probably too technical to be honest, for the position I was applying for at least), the rest was all about Team Fit and Amazon Values. It was during the Values piece that I started to wonder to myself why none of this focus on delighting the customer actually shows up in their behaviours in the Amazon shop. So I asked the interviewers that very question, I can't remember the answer but I was not progressed to the next interview, something about not being the right person.
Dodged a bullet there, but for some reason, always been vaguely ashamed to discuss it, after all, AWS didn't want me.
Meh. Whatever.