An Overview of Amazon's User Data Collection Process

By: Wellsley Cohen

Amazon is an online giant, with a presence in almost every aspect of our daily lives. What information do they know about you based on your clicks, searches, and conversations?

​Alexa: Amazon’s Alexa is an Artificial Intelligence bot, and has become a common household item everywhere. Alexa is activated using a “wake word” (“Hey Alexa”) and then there’s not much she can’t do. She can answer questions, set reminders, play music and so much more. Once Alexa is awake, she is also collecting other user information from background conversations and interactions, and that data is sent to Amazon’s cloud database, enabling Amazon to make customizations to your online experience in the future. To avoid legal implications for collecting this data, Amazon has a disclaimer page on their website notifying users of their privacy as well as what aspects of your information they have access to. 

Anticipatory Shipping: Through data collected during an online shopping session, from clicking on a product, to putting in your cart, Amazon uses predictive analytics to anticipate which products you’re likely going to purchase, and sends them to a shipping center near you (your location they collect through your user data as well). When the customer makes the purchase, enjoying free shipping benefits, their product arrives incredibly fast, and Amazon saves money on expedited shipping. 

Amazon Personalize: Amazon not only remembers what you purchased, but the time and location you purchased it at. This data and information enables Amazon to make recommendations to customers of other products they may like, regardless of their need or desire for it. This also enables them to anticipate which products to provide special discounts on specifically for each buyer to push for a sale. Furthermore, Amazon can promote package deals of things that can or may be bought together, such as a computer case, mouse, charging cube and others, and they will provide a special discount to push for a sale. Amazon’s personalization technology is also available for purchase and use by outside vendors.  

Amazon Kindle: Kindle ebooks are popular, as users can highlight and share information with other readers between devices. Kindle readers may not realize that Amazon collects a surprising amount of data about their reading habits. The company uses analytics and data from users to see key words and phrases that are highlighted in the reading to recommend other books for the next read. This promotes sales and allows Amazon to continue to gather information on their users to build a more advanced user profile between their services. ​