The problem Amazon is solving also involves a lot of data, that is true.
But it has lots and lots of price information to go on, both prices people are willing to pay for various goods at various times & places, and prices at which suppliers stop selling. That's what command economies didn't have, and it's why they didn't work. That was the criticism.
Maybe I the buyer am willing to pay 150% in the store compared to on your website. I need to find my credit card, to trust one more random website with it... I have certainly decided not to buy things for this reason. And if I don't know too much about you, then I'll take all the sandboxing I can get, and happily pay a premium for that too.
And of course you only get 100% if you have zero fraud, zero hassles, no fees, no awkward cases.
But it has lots and lots of price information to go on, both prices people are willing to pay for various goods at various times & places, and prices at which suppliers stop selling. That's what command economies didn't have, and it's why they didn't work. That was the criticism.