I agree, but I could also see how someone would complain about that: “Our e-commerce site was taken down by Amazon right on our biggest day of the year. They should have just moved us up to the next tier.”

Seems like the most flexible option is to put a spending limit in place by default and make it obvious that it can affect availability of the service if the limit is reached.

My credit cards have credit limits, so it makes sense that a variable cost service should easily be able to support a spending limit too.

Then let that be the non default option.

The default option is always going to be the one that makes the majority of Amazon's paying customers happy.

Maybe offer 'Sales day rush auto-scale' as a setting.

That would get caught during the pre-peak stress testing.

You do do stress testing ahead of peak season, right?