Amazon wants to get his nose into the coins of the users, so you can already see how things will work if Amazon ever accepts Bitcoin, they will attempt to track everything and sell your information, just like Facebook.
so when Facebook got in troubles for 'leaking' user information, Amazon can't be touched for the same issueAmazon will be able to avoid it by shielding behind the idea of public blockchain, eh?
They will defend themselves saying those info are already available publicly,
they just gathering, processing and presenting those data in a better readable understandable form
What would Amazon possibly gain from doing otherwise? how would Amazon possibly let people buy anonymously and get away with it? These things don't work like that, as long as governments exist.
Amazon would gain big profits from selling user's information and behavior to marketers and anyone who needs such data and they could let people buy it anonymously but not true/pure anonymous as the buyer would hope
in the end they will also sell all the buyer's data to their (buyer) competing companies
in the same business sector