Amazon is the leading marketplace when it comes to online shopping. Not only does the company sell an incredible amount of products, but it also knows a lot about its customers.
In fact, Amazon has been known to track and store data about its customers that go well beyond what is necessary for order fulfillment. This data tracking allows Amazon to make very accurate predictions about what its customers will buy in the future.
Amazon’s Privacy Notice explicitly states that the company collects data on its customers’ activities, including browsing history and purchase history. The Privacy Notice also reveals some ways in which Amazon uses this data to improve the shopping experience, such as making product recommendations tailored specifically to each user. Given its lengthy notice, it’s understandable that only a few people take the time to read it.
Nonetheless, the company’s ultimate goal is to use this data to create a personalized experience for its customers and, of course, sell more products.
9 Different Ways Amazon Tracks Consumer Data
Amazon collects massive amounts of data on a daily basis. This data is used to create the best shopping experience possible for customers, while other information enhances Amazon’s marketing efforts. Here are the 9 ways Amazon uses this data to know everything about you:
1. Alexa enabled devices (voice assistant)
Amazon Alexa is an intelligent voice assistant used to perform tasks like playing music, making phone calls, setting alarms and timers, checking the weather forecast, and thousands of other functions. Amazon has also made it possible for people to ask Alexa questions about products or order items from Amazon by simply speaking into their devices.
While Alexa is a powerful AI assistant, various reports have suggested that Amazon uses it to collect data on users. Reporters from Reuters tested Alexa and discovered that the device had been collecting data averaging around 70 recordings daily. These contained snippets of conversations people had with their families, friends, and even strangers.
Amazon previously ensured that Alexa products should only record as little as necessary to fulfill a customer’s request, starting when users activated the voice assistant with the keyword “Alexa.” However, due to recent reports of its data-collection practices, Amazon seemed to have been collecting data even if the user doesn’t use the wake word.
Amazon says that it is improving the technology so that false triggers, which prompt recordings, are avoided. Amazon also claims that it notifies consumers when their recordings are stored when they create their Alexa accounts.
This statement may help ease some of the concerns raised about the company’s data-collection practices. However, it will likely take more than this to convince people that their personal data is being handled responsibly.
It remains to be seen how Amazon will address these concerns and whether it will change how Alexa collects data in the future.
2. E-commerce marketplace
Amazon is one of the massive eCommerce marketplaces in the world, and it has been able to grow exponentially by tracking data on its customers. Amazon has been able to gather data on what its customers are buying and what they have previously bought. This allows Amazon to develop a detailed profile of each customer used for targeted advertising purposes.
Information that Amazon gathers includes the customer’s name, email address, physical address and phone number. This may not seem like much on the surface. But when combined with the other types of data collected (such as browsing history), it allows Amazon to paint a rather detailed picture of each customer.
Amazon uses this type of data to target customers with personalized recommendations. For example, you might have previously bought a book on Amazon related to a specific topic. The next time you visit the website, they may recommend another similar product that they think you would like to buy.
It goes without saying that this type of data-collection practice can be very beneficial for Amazon. However, it can also be a bit creepy for some people who aren’t comfortable with the idea of having their personal information collected in this manner.
3. Kindle e-readers
Amazon Kindle is a line of e-readers that Amazon first introduced in 2007. The Kindle devices allow users to read books, magazines, newspapers, and other digital content.
One of the main selling points of Kindle is that it allows users to buy and download books directly from Amazon. This eliminates the need to go to a physical bookstore or order a book online and wait for it to be delivered.
Amazon has been able to gather data on what its customers are reading and how long they are spending on each page. Recent reports disclose that a Kindle user learned that Amazon had recorded all his reading activity.
Detailed information such as the time of day a user reads, the pages read, and how long each one is viewed has been collected by Amazon. Moreover, Amazon can also tell if a user has made any notes or highlights, which page numbers they were on, and these annotations’ location.
While this type of data may not seem intrusive to some people, others may not appreciate the idea of Amazon tracking their reading activity. This is particularly true for privacy-conscious people who do not want their personal information to be accessed or tracked by anyone.
4. Audible audiobooks
Another way that Amazon has gathered data is through its Audible audiobooks service. This allows users to listen to audio versions of books and other content on their Kindle devices, as well as any device with an Internet connection.
Audible was launched in 1995 by Don Katz, who wanted to provide readers with a way to discover new authors and listen to books while they were driving or working out.
Audible allows users to buy and download audiobooks directly from Amazon. It also offers a subscription service that gives customers access to a library of audiobooks for a monthly fee.
Like with Kindle, Amazon can readily gather data on what its customers are listening to, how long they listened to, and the time of day they did so.
Amazon can use this type of data to target customers with personalized recommendations for audiobooks. For example, if a customer has listened to a book on a particular topic, Amazon may recommend another audiobook related to that.
As with the Kindle, some people may not be comfortable with the idea of Amazon gathering data on what they are listening to. This type of data-collection practice can be seen as intrusive for those unfamiliar with it.
5. Amazon Prime Video
In 2006, Amazon introduced its Prime Video service. This allows customers to watch movies and TV shows online and download them for offline viewing.
Since its launch, Prime Video has become one of the most popular streaming services in the world, with over 175 million subscribers as of April 2021.
As with Amazon’s other products and services, Prime Video allows Amazon to gather data on its customers’ watching. This includes watchlists, as well as viewing history and ratings.
This data is also used to help Amazon make accurate recommendations about what shows and movies customers might like based on their previous viewing habits. For example, if a customer has watched a film on a specific topic, such as sports, Amazon may recommend another movie related to that topic.
As with the other services mentioned, some people may not be comfortable with Amazon gathering data on what they are watching. This is specifically true for those who prefer to keep their viewing activity private.
6. Amazon Music
Another way that Amazon collects data on its customers is through its Amazon Music service that lets its users listen to a library of songs and albums and create custom playlists. Amazon Music also offers radio stations based on artist, genre, or mood.
Like its other services, Amazon Music collects data about its users to improve their experience. For example, Amazon Music can use information about users’ listening habits to recommend similar songs and artists. Amazon can also use this data to determine which songs and albums are most popular to recommend them to other users.
In addition, Amazon Music can learn about a user’s likes and dislikes from their playlist choices. For example, if a user skips or thumbs down certain songs, Amazon will know not to recommend them again. This feature also works for playlists. If a user skips or thumbs down multiple songs in the same playlist, Amazon Music will know to stop recommending that selection of music on future playlists.
Amazon Music can tailor its recommendations specific to each user by collecting data about its customers’ listening habits. This makes the listener experience more personal and enjoyable.
Some users appreciate the personalized recommendations, while others may not be comfortable with Amazon collecting data on their listening habits and music preferences.
7. Amazon Fresh
As a subsidiary of Amazon, Amazon Fresh is an online grocery store with delivery and pick-up options widely available in major US cities. Amazon Fresh offers a wide variety of food items, including produce, meat, and dairy products.
Similar to its other services, Amazon Fresh collects data on its users to improve their experience. For instance, Amazon may use purchase history or ratings to recommend similar or complementary items to customers.
Amazon also uses the data it collects from Amazon Fresh to place items in the online storefront that are most likely to sell well. Suppose a customer has purchased or rated certain food items highly. In that case, Amazon may show those products at the top of their search results when other customers search for similar items.
Amazon Fresh’s data collection helps improve the customer experience by providing personalized recommendations and ensuring that customers see the items most likely to interest them. However, the downside is that some people may not feel secure knowing that Amazon collects data on their purchase habits.
8. Ring security cameras
In 2018, Amazon acquired Ring, a company that makes smart security cameras and doorbells. Ring’s products are designed to help users keep an eye on their homes from anywhere in the world.
Since its acquisition by Amazon, Ring has become a subsidiary of the company. As such, it is now another way that Amazon collects vast amounts of data on its customers.
This data includes what is happening in the user’s home. For example, recordings of people entering and exiting the house, pets running around inside or outside, or cars parked in the driveway.
Having this level of data allows Amazon to know where its customers live, what their homes look like, and who is likely going in and out of them. This information can be used in several ways. That is why some people are uncomfortable with the fact that Amazon has access to such detailed information about their lives.
9. Amazon Halo fitness trackers
Amazon Halo is a new brand of fitness trackers that monitor heart rate, body fat percentage, and activity level. The trackers are designed to help people stay healthy and active, and Amazon Halo collects data on its users to do just that.
The data collected by Amazon Halo includes heart rate, activity level, body fat percentage, weight, and height. It can also be used to track health goals, such as losing weight or increasing activity levels over a certain period of time.
Amazon Halo also uses this data to recommend healthy foods and activities for users. For instance, if the data shows that a user is not getting enough exercise, Amazon Halo may suggest adding more physical activity to their daily routine.
The data collected by Amazon Halo helps to create personalized fitness plans and recommendations for each user. This data is important for helping people stay healthy and active, which is Amazon Halo’s goal.
Although this feature may seem harmless on the surface, some people worry that Amazon knows too much about them when collecting personal data, such as body fat percentage and activity level.
How To Download All Of Your Amazon Data
Although Amazon has a lot of ways to collect data on its users, it also provides an easy way for customers to download all of the data that Amazon has collected about them.
To do this, go to the “Your Account” page on Amazon.com and click on the “Request My Data” button.A page will pop up where you can select which type of data to download.
Once you have selected the data, click on “Submit Request” to complete the process. Amazon will then send an email with a validation link as confirmation.
After the request is processed, Amazon will send a secure download link to your email address. You can use this link to download the data that you requested. The entire process should take anywhere from a few minutes, hours to a few days, depending on how much information is being downloaded.
How To Stop The Tracking
Amazon’s tracking methods are quite thorough, but it is possible to limit the data Amazon collects on its users. In this manner, you can still take advantage of Amazon’s great deals and features while knowing that privacy is being protected.
You can do a few things to stop Amazon from tracking you so closely. The first is to adjust your Amazon privacy settings. For example, Alexa and Ring devices have their own settings that you can adjust to limit the data that these devices collect, such as deleting recordings and changing your account’s privacy settings.
Turn off Advertising Preferences
You can also limit Amazon from tracking you by turning off the advertising preferences on your account. To do this, go to Amazon’s main website and navigate through the “Accounts & Lists” tab to the “Email alerts, messages, and ads” button.
Once you are in this menu, you can disable the advertising tracking by clicking on “Advertising Preferences.” Disable the personalized ads by selecting the “Do Not Personalize Ads from Amazon for this Internet browser” button and submit this selection.
Turn off Advertising Cookies
For Amazon UK users, you can also disable the advertising cookies. Simply go to this link to disable the cookies.
Under the “Advertising Cookies” heading, select “Off” and then click on “Save custom preferences.” This way, Amazon will not be able to track you as closely, and you will still be able to enjoy the benefits of using Amazon.
Private Browsing
You can also use private browsing to limit the amount of data Amazon collects on you. Private browsing will prevent cookies from being placed onto the computer and limit the information being tracked by websites.
All major browsers have a private or incognito mode feature, so it should not be too difficult to find this option. Once you are in private browsing mode, Amazon will only be able to track your location and IP address.
Once you have finished shopping or researching on Amazon, log out of your account and close the browser window. This will ensure that no cookies are being placed, and Amazon will not have any information on what you have been doing.
Close Your Amazon Account
Perhaps the last-ditch resort to protect your privacy from Amazon is to delete your account. This will erase all of the data that Amazon has collected about you, and it will be as if you never existed on Amazon.
To do this, access the “Close Your Amazon Account” and sign in with your account information. After you have signed in, review the associated products and services on your account to ensure that you want to delete everything.
Amazon will flash a series of questions about why you are deleting your account. After answering the questions, click on the “Yes, I want to permanently close my Amazon account and delete my data “, and Amazon will process the deletion of the account.
Finally, click on “Close my Account” to complete the process. After these steps are completed, your information will be deleted, and Amazon will no longer have any data on you.
While it is possible to limit the data Amazon collects, it is important to be aware of these methods and use them when necessary. By being proactive about your privacy, you can take advantage of Amazon’s great deals and features without worrying about your personal and intimate information being compromised.
Final Words
Amazon has been able to grow into one of the biggest companies in the world by tracking data on its customers. Amazon uses this data for various purposes, including targeted advertising, product recommendations, and more.
However, Amazon has also come under fire for infringing upon its customers’ privacy by tracking their purchases, browsing history, and even listening to private conversations with Alexa-powered devices. While some of this data is used to provide a better experience on Amazon, it can be disconcerting to know that personal information is being tracked for advertising purposes.
For those uncomfortable with the data Amazon is collecting on them, there are various ways to limit this information from being collected. These methods include disabling cookies, changing advertising preferences or using private browsing mode. By taking these steps, you can continue to use Amazon while knowing that your privacy is being protected.
Remember that Amazon is still a great place to shop, find deals, and more. It is still the eCommerce powerhouse it has always been. Still, by being aware of the data it is collecting on you and using these methods to limit it, you can feel more comfortable using Amazon and enjoy all of the benefits of using its services without worrying about your privacy.