AWS Security Blog Data masking and granular access control using Amazon Macie and AWS Lake Formation Companies have been collecting user data to offer new products, recommend options more relevant to the user’s profile, or, in the case of financial institutions, to be able to facilitate access to higher credit lines or lower interest rates. However, personal data is sensitive as its use enables identification of the person using a specific system or application and in the wrong hands, this data might be used in unauthorized ways.

Source: AWS Security Blog