Just because you are using incognito mode, that doesn’t mean your ISP and sites like Google, Facebook, and Amazon can’t track your activity.
This is especially true if you’re logged into any of these sites in your browser, no matter if it’s before or after you’re in an incognito window–the companies can still see everything you do. And it’s the same for any other site you need to log in to. So remember that if you’re logged in to a website, no matter if you are using incognito mode, or even a VPN, the website’s owners can see exactly what you are doing.
In response, Grothaus suggests using different browsers for different purposes, something called browser compartmentalization.
The reason browser compartmentalization works is because web browsers are, for the most part, walled gardens. They don’t share cookies between them, nor other identifiable items like browser history or bookmarks. Thus, when Google or Facebook places a cookie tracker on your “accounts” browser when you log in to their sites so they can track you around the web, this cookie they’ve put on your computer is only accessible through that browser, not any other browser on your computer.
This involves having one browser used for ‘accounts’ and another for ‘browsing’. In regards to browsing, I am reminded of Doug Belshaw’s guide to making a Chromebook more secure.