What evidence is there of Amazon misusing the data they have? Of all the big data leaks in the last, say, ten years, how many have been from Amazon? I’d be much more worried about the security practices of the bank your credit card is attached to (have you looked at the data sharing terms?), your credit history (Equifax...), the thousands of security cameras already in stores and streets, or your phone carrier (see many examples of location data being shared or sold), or you maybe have a browser extension or two that has access to your browsing history...

I agree that Amazon has access to a lot of data, and will have more with this system, but they’ve been remarkably good at stewarding it so far. There are much bigger fish to fry in terms of data privacy right now.