One of the many reasons why I hate Windows 10. Just get out of my way and let me use my computer how I want.
I'd put on my "smug Linux user" hat but to be honest my distro of choice (Ubuntu) has Amazon search integrated by default. The only saving grace is that it can be easily, completely, and permanently removed with just a couple of commands.
Seriously considering a Macbook for my next computer at this point.
Seems anything but shady? On the start menu in full sight and just explicitly suggesting their browser over Firefox. Doesn't even claim anything about either browser, just suggests theirs! Seems as honest and upfront as any advertising could be? 'Try our band of coffee' effectively.