Seattle-based Amazon Web Services, the web services subsidiary of Amazon.com, said last night that it has awarded $100,000 in cash and services to a Silicon Valley firm, Ooyala, as part of its Amazon Web Services Start-Up Challenge. The challenge was a business contest for companies using Amazon's web services to build their products. Ooyala is a developer of a platform for delivering video content for publishers. The prize is divided into $50,000 in cash, plus $50,000 in Amazon Web Service credits and an offer of investment from Amazon.com. Amazon operates a number of web services, including Amazon EC2, which provides computer time for scaling out web applications, and Amazon S3, which provides on-demand storage.