> Fines should really be about "what size fine will be a deterrent for this company?"

To a degree. But it also has to be commensurate to the actual market size and impact. If an Amazon releases a defective dog toy that is bought by 10 people, it’d be unreasonable to fine them $100 billion dollars just because they’re a huge company.

Depends entirely on whether or not you think Amazon actually caring about the fine and bothering to do anything to prevent it recurring is part of the goal.

If it is, the fine must be large enough to matter against the backdrop of corporate P&L. Courts have an entire category for this type of fine: punitive damages.

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