Actually, it is. If I choose to browse Amazon's site, and they do first party tracking of what I'm doing on their site, then that's actually okay with me. How else are they going to offer me my browsing history, "Recommended by your browsing history", "Recommended by your previous purchases", etc. That goldmine is literally none of Google's business and all of Amazon's.
Why such loyalty to one piece of legal fiction but not another?
I think the point was first party tracking was okay, irrespective of whether it was Google or Amazon.
I expect first party tracking on YouTube and find it useful, but wouldn't want Google to track my activities across the internet.
yes, this. thanks for helping clarify
First party tracking is less creapy. When I walk in the shop, I know the shop assistant is looking at me. I don't expect the shop assistant of an unrelated shop at the other end of the mall to watch me.