Individual shopping data from the consumer to the retailer. That should be PII and treated like any other sensitive data. Aggregate data on what consumers boug

Individual shopping data from the consumer to the retailer. That should be PII and treated like any other sensitive data. Aggregate data on what consumers bought from the retailer. This is the retailer's data. Individual sales data from sellers of the retailer's platform. This should be PII and treated like any other sensitive data. Aggregate data on what consumers bought from all sellers on the retailer's platform. This is the retailer's data. Individual data on consumer actions on the retailer's platform prior to purchasing an item. This can / should be PII. This includes search history, shopping cart, listings visited, etc. Aggregate data on consumer actions on the retailer's platform prior to purchasing an item. This is the retailer's data. --- My position is it's unreasonable to ask retailers to limit their use of aggregated, anonymized data. And unless you limit that use, it doesn't materially change the current situation. The major difference between Walmart, Costco and Amazon is Amazon has a lot more aggregate data.