Organize around delivering value to the customer. This is the obvious split for different products, and it is natural for something like AWS where each service is a relatively small team. Sometimes the customer is internal and they need an API, and internal customer decides when they are satisfied, not the API passing tests. SOA will arise, but services need to be big rather than micro, have defined internal customers and their own team. Better to have teams with frontend, backend, designer, etc. who collectively complete features, rather than hoping a bunch of services integrate into a solution for the customer at the end. It is much easier to get the architecture right when people talk first and often about what the customer needs more than implementation details. I think once you have decided how data is going to be persisted and what the customer needs to accomplish, the architecture falls into place. The application code should be stateless so it is never a scaling issue. When the code is isolated by customer feature, the blast radius for future changes is much smaller.

Microsoft, Apple, Amazon I think do a good job at preaching the customer first model and organizing around that.