Not quite like Phorm
As one of the faces behind the anti-Phorm campaign I think there a few differences between what Amazon is doing and what Phorm tried to do.
Amazon is NOT imposing this on existing users. It's a feature of a new product developed by Amazon, not something bolted on later with no advance notice to users and no real consent. If you buy a Kindle Fire, you are, by definition, consenting to Amazon's use of this system. If you don't want to , either opt out or better yet don't buy a Kindle.
Do I think it's right - no I don't.
I don't see that it's necessary to 'pre-process' content in the modern computing environment. I suspect the whole thing is one big data-profiling excercise for the benefit solely of Amazon. I won't buy a Kindle, mainly because I don't like Amazon's business practices but to accuse them of 'doing a Phorm' is unfair - they have at least been open about what they are doing and why, the choice lies with the customer as to whether it's acceptable to them.