Strip the PR campaigns most people complain about working for Amazon.
But that’s not really relevant. ISP have already shown they will do anything they can to make money regardless of ethics or their customers. Allowing them to do what they feel like will destroy the open Internet we know now.
They will hold the keys if a company site can even be accessed and what media users can consume.
If they build an Amazon clone they can slow down Amazon unless they pay absurd privilege fees.
Comcast, Time Warner, AT&T are the most untrustworthy companies in America. They will use everything in their power to manipulate and take advantage of a users need for the Internet.