Big (Tech) companies, especially Amazon, are non-capitalist in the sense that are large bureaucracies with complex internal economic planning mechanisms insulated from the "free market". Amazon has tremendous economic planning capability, perhaps more than Stalin's CPSU ever did. That doesn't mean they are "socialist", of course--they are denizens of the mixed economy, "islands of conscious power in this ocean of unconscious co-operation like lumps of butter coagulating in a pail of buttermilk.” [1].
Truly "capitalist" companies won't/can't scale beyond a few hundred employees before imploding under the weight of individualist inefficiency. I think Valve is an (in)famous example of this in the tech space.
This does not mean that big tech companies are not capitalist in the sense that ordinary people use the word "capitalist", nor indeed in the sense that economists generally use the word "capitalist" either. No critic of capitalism intends for their critique not to apply to actual businesses as they must exist (even Valve). It may be an interesting fact that firms are not organized unconsciously according to a price mechanism, but it is not a surprising one nor of any particular salience here.
This "ordinary" definition of capitalism is vacuous because it views all mixed economies as "capitalist" economies. It's a fallacious definition that marginalizes economic "socialism" as an impossible bogeyman (i.e. zero private property). TINA and all that.
Truly "capitalist" companies won't/can't scale beyond a few hundred employees before imploding under the weight of individualist inefficiency. I think Valve is an (in)famous example of this in the tech space.
[1] - https://onlinelibrary.wiley.com/doi/full/10.1111/j.1468-0335...