This is one of those areas where "breaking up the tech giants" might actually work - Amazon is basically an e-commerce platform, a global post office, a seller

This is one of those areas where "breaking up the tech giants" might actually work - Amazon is basically an e-commerce platform, a global post office, a seller in its own right, and a discovery engine. There really is little reason they all need to be together. Putting a discovery engine in place that won't make a profit unless the right and decent thing arrives surely suggests they will have incentives aligned with the customers?