I once had high hopes Amazon would be able to build a real GitHub competitor. It's a real shame Amazon doesn't seem to be able to build anything that reaches beyond their walled garden.
User friendliness is not AWS moat. Anything that is facing a larger audience other than those that have regular access to their tooling (either cli or UI) is far from being ready for large adoption.
I've tried all of these tools over the last few years as part of vendor due diligence and none of them impressed me. Code Deploy is probably the best of the bunch and it's really just a very opinionated deployment tool that only works on specific use cases well.
CodePipeline is another good example of just horrible user experience. You need a lot of hours of training to figure out all the different permissions required to get it all to work. It is a mess.
I use GitHub Codespaces now for much of my deployment automation.
A lot of cloud providers release hastily built and generally cruddy services whose sole purpose in life is to satisfy the question "does your cloud have X" when customers are doing does-it-tick-the-box comparisons across clouds.