How to Negotiate With AWS Customers

AWS customers generally become eligible for contractual discounts dubbed private pricing by AWS when they hit a million dollar a year run rate on their spend. How does the ability to negotiate depend on the size of the customer, the sensitivity of the data and other factors? And what incentives are cloud providers offering to customers to obtain more of the cloud services they need from a single provider? Are cloud providers linking, tying, or bundling their cloud services with other services?