Cloud platforms typically offer some control over how duplicates are handled, though the specifics depend on the service and its configuration settings. Duplicates refer to redundant or identical data items entering the system. Control means influencing whether the platform actively detects, prevents, or merges duplicates, rather than simply accepting all incoming data. This differs from platforms passively storing everything sent to them.

Key examples include configuring Salesforce's duplicate rules to automatically block or alert on duplicate leads within a CRM system. For messaging, AWS Simple Queue Service (SQS) allows setting a deduplication ID or enabling content-based deduplication to prevent identical messages from being processed multiple times within a defined time window.

Advantages include improved data quality, storage efficiency, and preventing erroneous duplicate processing. Limitations involve the complexity of managing rules, potential performance overhead for detection, and the risk of falsely merging non-identical items. Future developments might focus on smarter AI-driven duplicate detection and more configurable deduplication windows. Careful implementation is crucial to balance data integrity with system performance.