That said...
We do our very best. But I don't know anyone here who would say "it can never happen". Security is never an absolute. The best processes and technology will lower the likelihood and impact towards 0, but never to 0. Viewed from that angle, it's not if Amazon will be hacked, it's when and to what extent. It is my sincere hope that if we have an incident, we rise up to the moment with transparency and humility. I believe that's what most of us are looking for during and after an incident has occurred.
To our customers: Do your best, but have a plan for what you're going to do when it happens. Incidents like this one here from checkout.com can show examples of some positive actions that can be taken.
Exactly. I think it is great for people like you to inject some more realistic expectations into discussions like these.
An entity like Amazon is not - in the longer term - going to escape fate, but they have more budget and (usually) much better internal practices which rule out the kind of thing that would bring down a lesser org. But in the end it is all about the budget, as long as Amazon's budget is significantly larger than the attackers they will probably manage to stay ahead. But if they ever get complacent or start economizing on security then the odds change very rapidly. Your very realistic stance is one of the reasons it hasn't happened yet, you are acutely aware you are in spite of all of your efforts still at risk.
Blast radius reduction by removing data you no longer need (and that includes the marketing department, who more often than not are the real culprit) is a good first step towards more realistic expectations for any org.