Most of the day this store idles, but during the flash sale it spikes to 10,000 rps for about an hour, then collapses again. The current design is a fixed fleet sized for the spike, running 24×7 — you pay peak prices around the clock, and it's still single-AZ with no CDN or cache.
Targets: p99 ≤ 130 ms, 99.95% availability, critical durability, under $1,400/mo.
The trick is to follow the curve: an autoscaling group with a low floor and a high ceiling so you only pay for the spike while it lasts, a CDN and cache to blunt the surge before it reaches the fleet and database, spread across two AZs, and Multi-AZ RDS with backups.