I think the point was first party tracking was okay, irrespective of whether it was Google or Amazon.

I expect first party tracking on YouTube and find it useful, but wouldn't want Google to track my activities across the internet.

yes, this. thanks for helping clarify

First party tracking is less creapy. When I walk in the shop, I know the shop assistant is looking at me. I don't expect the shop assistant of an unrelated shop at the other end of the mall to watch me.