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I am more worried about Amazon than the government. If Amazon is collecting the data, then it plans to exploit it sooner or later for commercial gain. I don't see Amazon as evil per se. Amazon is in the business of making money. If the data collected can be turned into revenue, it will use it for that purpose. I'm sure it knows what books you have looked at, in addition to what you actually purchased.
Google collects info too. It knows what you searched and if you have gmail, google has a copy of every email sent or received.
If the govt collected this data, the ACLU would go nuts. It is probably worse that a commercial entity has all this info about individuals.
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