What you are showing in that traceroute is ICMP rate limiting on the routers. The routers are configured to de-prioritize ICMP (ping traceroute) packets in favor for normal traffic. The packet loss is NOT happening with the site you were tracing to and is demostrated in the last hop
ec2-54-213-111-10.us-west-2.comp 0.0% 19 105.6 101.1 96.9 107.4 3.6
This is normal on all networks. The rule of thumb is if the packet loss follows all the way to the destination it is a real capacity issue. If the loss only shows up on a few intermediate hops it is ICMP rate limiting.
