Typically, you can watch the HAProxy deployment when you need a more customizable LB level.
ELB is the most economical solution that you probably will find in AWS, but it has problems with large traffic outliers (50% every 5 minutes, according to this article: http://aws.amazon.com/articles/1636185810492479 ). In addition, it does not work very well with long connections, since any downtime for more than 60 seconds is automatically discarded.
Another good use case for using HAProxy instead of ELBs is when you want to control traffic based on incoming URLs or cookies.
If all you are looking for is a simple LB solution that you can get around without a problem, for ELB. If control is what you need, go to HAProxy.
andreimarinescu
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