Levels of data collection
Level 1 - Apple: collect data to improve products, data isn't "used against you". Data collection is limited and anonymized so if they are hacked or have a rogue employee personalized data can't escape.
Level 2 - Google: collect data to improve targeted ads, data is "used against you" but not directly sold to third parties (i.e. they benefit from Google using it but they can't see the raw data) Data collection is not limited or anonymized so if they are hacked or have a rogue employee personalized data may potentially escape.
Level 3 - Facebook: collect data to monetize any way they can, including targeted advertising AND selling it to pretty much anyone they feel like without telling you. You must assume everything Facebook knows about you (at least up until around now when they might finally be getting the hint their policies are a real problem) is in the wild forevermore.
AFAIK Amazon is likely level 2, though could be level 3. Microsoft was level 1, but recently decided to "upgrade" to level 2.