As children across America eagerly asked Alexa to tell bedtime stories and help with homework, their interactions became part of a vast reserve of personal data that would cost Amazon millions in federal penalties. Amazon’s violations of children’s privacy laws, settled with the Federal Trade Commission and Department of Justice in May 2023, represent just one thread in an expanding web of litigation ensnaring major tech giants. Meta, Google, Microsoft, and Apple have all faced similar regulatory interventions, with settlement amounts climbing into the hundreds of millions. This reflects a broader shift toward heightened regulatory scrutiny over data privacy and protection. But these headline-grabbing penalties are merely symbols of a more fundamental problem: by the time regulators identify and prosecute violations, tech companies have already collected and monetized massive amounts of user data.

The FTC's delayed response to Amazon's privacy violations reveals a critical misalignment between rapid technological innovation and outdated regulatory frameworks. As technology evolves and the value of big data grows, protecting consumer privacy demands a foundational shift to proactive monitoring and systematic oversight of how tech companies collect, use, and safeguard our most intimate information.