Amazon and Apple should not be counted among Facebook, Google, and Twitter. Amazon and Apple sell products. The other three peddle in information and have been acting in bad faith for a long time.
I'm onboard with private companies content-filtering their platforms, but only if those companies don't also enjoy legal protections from a statute predicated on content neutrality that exempts them from being responsible for content posted on their platform.
Can't have it both ways. Have free reign in filtering and choosing your content but fall under the same legal burdens other media do. Or, enjoy the protections of U.S.C. 230 and, per the statute, treat content neutrally.