I've written web services that expose shipping data to Amazon, and I've also written stuff that consumes data from them.
I don't have much of an idea about their internal architectures, but I do have a few guesses:
The ESB you mentioned does translation/transformation, for sure, but they do have specifications for what they prefer. They have XML Schemas for SOAP calls and they'll also expose in REST.
Internally, they may have standardized as much as they could to build systems that can quickly scale up and down. They perfected this years ago, then started their EC2 (elastic cloud) service and specified new standards for outsourced eCommerce.
I think they've stepped up some newer standards for the S3 service.