Introduction
Amazon, the e-commerce giant, is known for providing a highly personalized user experience. This personalization is made possible through the use of users’ personal information as well as cookies. In this article, we’ll explain how Amazon uses this data to display relevant ads and improve the shopping experience for its customers.
Use of personal information
To personalize the user experience, Amazon collects various data about its customers. This data includes in particular:
- Browsing and purchase history
- Product or service preferences
- Interactions with customer service
- Using mobile apps or other Amazon-connected devices (e.g. Echo)
- Viewing history on Prime Video
This information allows Amazon to better understand the specific tastes and needs of each user. For example, if a customer frequently watches action movies on Prime Video, they might see recommendations in their home feed to purchase similar DVDs or Blu-rays.
History of viewing on Prime Video as a specific example
One of the concrete examples of Amazon’s use of personal data is viewing history on Prime Video. By analyzing the movies and series you watch and how often you do so, Amazon can personalize the ads you see on other Amazon services.
For example, if you recently watched a crime series on Prime Video, you may see ads for crime novels or DVDs of similar series when you browse the Amazon site or use another Amazon service such as than Amazon Music.
Use of cookies
Cookies play a crucial role in personalizing the user experience at Amazon. They allow in particular:
- Save language and currency preferences
- To memorize items added to the basket but not purchased
- Show personalized recommendations based on previous browsing behavior
- Help detect and prevent fraudulent activities
According to Amazon’s Cookie Policy, some cookies are essential for the website to function (for example, to manage your session), while others are used for advertising purposes or to improve user experience.
Information from third parties
In addition to the information collected directly from its users, Amazon also works with external partners to obtain additional data. This information may include:
- Demographic data (e.g. age, gender)
- Data on interests or product preferences
- Information about browsing or using other websites and applications
This third-party data allows Amazon to further refine its personalized recommendations and advertisements.
Managing preferences regarding cookies and advertising choices
Users have the opportunity to consent to the practices described above when they create an Amazon account or change their settings later. To manage their cookie preferences, customers can go to the browser settings to allow, block or delete certain types of cookies.
To manage their advertising choices, users can access the “Ad Choices” page in their Amazon account. There they will find options to disable certain categories of personalized ads or completely opt out of the use of personal information for advertising purposes.
Conclusion
In short, Amazon uses a combination of personal information and cookies to provide a highly personalized user experience. Whether through viewing on Prime Video or third-party data, these elements help improve the overall shopping and browsing experience on the platform. However, it is important to note that users have control over their cookie preferences and advertising choices, allowing them to tailor the use of their data according to their wishes.
