The situation here is complex. On one hand amazon is legally wrong for having violated their policy of using third-party seller's data with a personal purpose, which is the creation and sell of new products. In the other hand, it was strategically the thing to do since they are a platform company. Indeed, we have seen that some platform companies such as Netflix and trivago used the users opinions to develop a more adapted service for their clients and therefore generate more company value thanks to the acquisition of more users that spend more time in their platform. It is the same in the case of amazon, the purpose is to also increase its value trought its number of users, however here amazon only focused on its clients and not on the other sides implied in the company. Therefore, this led to an issue that impacted both its reputation and its value.