How is this any different from the scale of the likes of Johnson & Johnson? Most people don't read the fine print on the back of their packaged home goods.
J&J is a conglomerate brand, but only that. Amazon is increasingly not only the place where you buy everything, but also the conglomerate that owns everything you buy.
Well it's bigger for one, but J&J has been constantly sued for anti-trust.
The question is, should people need to read the fine print to know what they are getting? Said another way, what level of generalized a-priori knowledge is reasonable for a consumer to have in order to know what additional information the manufacturer/retailer needs to provide for the consumer to make an informed decision?
