Now, I'm not really bothered that Amazon is collecting information on what I want to buy, it only benefits me for them to know what I like.
I have to wonder why you believe this claim? In what way does giving up information to Amazon, that they will then commoditize and sell actually benefit you? The new gold standard for client lists isn't credit worthiness it's effectively willing to buy from targeted solicitations and they track that and compile that and increasingly sell it to commercial (and even more disturbingly, non-commercial groups). It's kind of like how con artists like to target the elderly.
They show me ads that are aligned with what I like, rather than random garbage. The people they sell my data to are doing the same. Perhaps they sell that data to a political group, who then solicits a donation. If they target me right, I'll be happy that I learned about them. If not, I ignore it.
It's really more like rent the data than sell it, for most intents and purposes.
Assuming that the data doesn't get hacked, which is a legitimate fear but far less of a concern than the more sensitive data that gets stolen from credit reporting agencies, I have a hard time picturing how it could be to my detriment.
EFF is one of the biggest articulate voice on the matter.Their treatment on Amazon runs all over the board, but very little of it really bothers me. Note that Amazon not only knows information on what I might want to buy, and I'm aware of that. It knows what time I get up in the morning, because I use Alexa to set my alarms. Nest knows what time I get home because it senses my presence and changes the thermostat.
The part I'm missing is the ...and then X happens to you. What is in the X that I should be worried about? I don't care about privacy for the sake of privacy, but rather some detrimental outcome. At worst, I'm gaining and losing nothing, as far as I can tell.
Note that this is about me personally. I can think of a lot of people for whom this can be a big deal, including elderly, mentally ill, impulsive shoppers, compulsive gamblers, teens, celebrities, prominent business leaders, criminals, etc.