This is a classic trade-off:
AWS tools (SQS, SNS)
These will be easier for you to setup, and integrate with the rest of your architecture, especially if most of it is already running on AWS. It will also probably be cheaper at first, since they have a good pay as you go model, but the cost will not scale as well, so you have to think about that.
Apache Kafka
Here, you're using a highly popular (not trendy) distributed (this is important if you think you will scale a lot) PUB/SUB model. Nowadays, this model seems to be much preferred, since running analytics on the data going through the pipes is very common, and usually with an SOA architecture you can have a multitude of small services consuming the messages and doing their thing, without having the data be removed from the queue. You also get a lot of configuration options, so depending on your use case you can fine tune it to your needs. This means more work, but a more optimized service down the road.
Summary
This is a classic trade-off of speed of development and ease of development vs the best, very modular and personalized solution, that has more overhead for the first implementation but scales better.
Personal Advice
If you are prototyping something, favor speed of development, so AWS tools. If your requirements are frozen and require significant scale, definitely take the time to use kafka. I also am a big believer in using-open-source-makes-the-world-better, but that's not the biggest argument to use.