Amazon is surely big and rich, but do they really exert the same psychological/social power on you? You don't read your news on Amazon, you don't send messages to your closest friends on amazon, you don't go down reading rabbit holes from following links on Amazon (not really, anyway).
Certainly purchase data is very powerful (ask supermarkets!), but I think it pales in comparison to the breadth of data Facebook and Google collect.
I guess Amazon is maybe not as powerful as Facebook, yes. I was thinking about it also in terms of AWS and such, but I guess that Amazon can't really convert that into an evil master plan in any way.
I might also be biased towards underestimating Facebook since nobody in my social circle actually uses Facebook or Instagram. I guess Facebook is more powerful than I gave it credit for, though it still pales in comparison to Alphabet.
While I agree that Google is more powerful, remember that even if you or your friends don't use Facebook, many of the sites you visit do - so unless you've got pimped out tracking protection (which as a HN user you probably do, but maybe your friends don't!), Facebook still have a good idea where you're moving throughout cyberspace
No it isn't, not even close. At most it's the third most powerful tech company, after Alphabet and Amazon.