Note that the definition of a derivative in this context is slightly different from what you are used to.
Note that $f(x) = x$ is a map from $\Bbb R \to \Bbb R$. So, its derivative at $x$ should be a linear map from $\Bbb R \to \Bbb R$. Indeed, we end up with
$$
[f'(x)](y) = 1\cdot y
$$
which can be neatly represented by the number $1$. Similarly, the derivative of $f(x) = Ax$ is given by
$$
[f'(x)](y) = A y
$$
which can be neatly represented by the matrix $A$. Let's try a another function, and maybe you'll start getting the idea. For $f(x) = x^3$ (from $\Bbb R$ to $\Bbb R$), we have
$$
[f'(x)](y) = 3x^2 y
$$
which gives us a linear function of $y$ at any value of $x$.
Hopefully this clarifies things a bit.
Note that the derivative of $f(x)$ is defined to be the (unique) linear function $[f'(x)](y)$ such that
$$
\lim_{h \to 0}\frac{f(x+h) - f(x) - [f'(x)](h)}{\|h\|} = 0
$$
If we start with $f(x) = Ax$, then we can show that $[f'(x)](y) = Ay$ is the derivative of $f$ by this definition. When we plug in, we have
$$
\lim_{h \to 0}\frac{f(x+h) - f(x) - [f'(x)](h)}{\|h\|} = \\
\lim_{h \to 0}\frac{A(x+h) - A(x) - Ah}{\|h\|} = \\
\lim_{h \to 0}\frac{0}{\|h\|}
$$
so the necessary condition holds.