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But Amazons data is also not directly associated with your credit card but is to your shopping and browsing history on the site.

Correct me if I'm wrong though but today only the stores see the products we buy, where as the credit card companies see only what we spend at each store. The combination is much more scary.

Not the same thing.

In the past, before the Internet, the shopkeeper knew my purchasing history.

The bank didn't know or care what I did with my cash.