I ran this:
docker pull 91xxxxx371.dkr.ecr.us-west-2.amazonaws.com/main_api
and nothing new was pulled, but I knew there were new images on AWS/ECR. So I removed the existing images:
docker rmi 91xxxxx371.dkr.ecr.us-west-2.amazonaws.com/main_api
and then pulled again and of course it says it retrieved new images, but that's probably just because I deleted the local tags/images or whatever.
Why didn't the first pull command get the latest? It defaults to the latest tag.