Everyone who uses AWS essentially gives data signals to Amazon. As they're by far the biggest cloud provider, that's a lot of data. Add that to their physical goods store, their shipping, their payments, their music store, their player apps, their subscription data, their identity and payment data. Amazon's looking at getting into the consumer communications business too.
If I were a bad person asking, "Who's more valuable to Hack for consumer data" I don't know how I could conclude it's anything but Amazon. Google might have your credit card and purchasing patterns, Amazon will. Google might know about your phone, Amazon will.
The idea that data stored on AWS is equal to data collected by Amazon is ludicrous. There are contracts and laws to govern such relationships. Hundreds of people inside Amazon would know about it, and any one of them could expose them to existentially threatening lawsuits whenever they are even slightly upset with their employer.
I may be mistaken but every major cloud provider, from AWS to Azure to Google, has dictated in their SLA that they don't mine your data (as a cloud customer).
If I were a bad person asking, "Who's more valuable to Hack for consumer data" I don't know how I could conclude it's anything but Amazon. Google might have your credit card and purchasing patterns, Amazon will. Google might know about your phone, Amazon will.