Companies that big should not be allowed to operate. They will have too much personal data and incredible unfair competitive advantage on the market. It's when capitalism doesn't work and where it needs to have emergency stops. Amazon needs to be split into independent companies. Now that Amazon will also know your medical history, know what you are talking about at home, all your preferences, who you meet, what are your problems, probably they know even more that Google. This should be stopped. We shouldn't be trading freedom for a notion of convenience.