Maybe I watched too much of suits, but is that not illegal for publicly traded companies?

And that's why there's a lawsuit. Who knows when that will be resolved though. In the meantime Amazon could keep doing what they're doing and just ignore whatever Elastic is asking of them. So Elastic drew the consequence and have stopped extending goodwill to Amazon.

OK but AWS already had Elastic xxx named product before Elastic search even existed. So the trademark issue can go multiple way in front of a court.