Amazon seems to be working towards protecting user privacy. The core focus of Amazon's product launch event seemed to be surrounded around user privacy. Read more at cnet.com
Many concerns were raised against Amazon's Alexa and therefore Amazon seems to work towards providing more control over Alexa privacy settings.
Over the past months, a lot of questions have been raised regarding the protection of user data while using any voice assistant. Addressing the concerns Amazon has decided to tighten guidelines relating to user privacy.