First of all, let me say that I work in Amazon web services on our security and privacy of our cloud platform. I'm not a deep expert broadly across all of our privacy policies.
However, I will say that certain elements of consumer data are used in the core parts of business. For example, if we sell a product to a customer, we need to track some of that data for tax purposes and for other legal purposes, so it's impossible to say that a consumer has complete control over certain things. There are other legal reasons that data must sometimes be retained, for example.