Thank you for sharing the original Reuters article. In that article it says Amazon helped draft Virginia's privacy bill. So I guess they are making exactly the effort you talked about? But of course Reuters is calling them out on it:
"In Virginia, the company boosted political donations tenfold over four years before persuading lawmakers this year to pass an industry-friendly privacy bill that Amazon itself drafted."
After a lot of insinuations and handwaving about lobbying, the article has this short paragraph about what's actually in the law:
"The Virginia law allows technology companies to track consumer searches on their platforms to create marketing profiles. It gave tech companies exemptions to collect and analyze smart-speaker recordings without customer consent. And it prevented consumers from suing companies over privacy violations."
Seems totally reasonable to me. Amazon already lets you get a copy of your data and you can request for it to be deleted. And from having worked there (note: I no longer work there and don't have a dog in this fight), I know how the org ties its own hands and makes things difficult for itself, just to protect customer data and their right for that data to be deleted forever.