Amazon feature shows shoppers personal insights based on their activity
By Emma Carter
Image information
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Intro
Amazon has introduced a feature that shows customers personal conclusions the company has made from their activity. The feature has raised questions about how businesses use customer data.
Vocabulary
| Word | Part of speech | Meaning | Example |
|---|---|---|---|
| introduced verb | verb | Meaning: started to offer or present something new | Example: The school introduced a new reading program. |
| insights noun | noun | Meaning: clear ideas or understanding about something | Example: The survey gave us useful insights into students’ study habits. |
| preferences noun | noun | Meaning: the things someone likes or chooses | Example: The app remembers my music preferences. |
| uncomfortable adjective | adjective | Meaning: causing worry, embarrassment, or physical discomfort | Example: The bright light made me feel uncomfortable. |
| highlights verb | verb | Meaning: shows that something is important | Example: The report highlights the need for better public transport. |
The story
Amazon has introduced a feature called “About You” that shows shoppers what the company believes it knows about them. The feature creates personal insights from information such as browsing habits, purchase history and conversations with Alexa, Amazon’s voice assistant.
NPR reported that the feature can include opinions about a customer’s favorite products and shopping preferences. For example, one list said that NPR host Joel Rose preferred a certain coffee brand and premium ice cream brand. Some conclusions can be much more personal. One woman shared online that Amazon had described her body in an uncomfortable way.
The feature has brought new attention to the amount of information companies collect from customers. Lindsay Owens, president and CEO of the nonprofit economic think tank Groundwork Collaborative, discussed the issue with Rose. Owens studies how companies collect and use customer data.
Personal data is information connected to a person, such as their purchases or online activity. Companies can study this information to understand what people may want to buy. Customers may not always know how much information is being used or what conclusions a company has made about them.
Amazon responded to NPR after the story aired. The company said that it offers all customers the same everyday low prices. It also said that it does not use personal information to charge customers higher prices. The report therefore highlights both the detailed customer profiles created by the feature and Amazon’s statement about how it uses pricing information.
Warm-up questions
- What kinds of information might an online shopping company collect about customers?
- How would you feel if a company showed you its opinions about you?
Comprehension questions
- What does the “About You” feature show shoppers?
- What information can the feature use to create personal insights?
- Why has the feature brought new attention to companies’ information collection?
- What does personal data mean in the article?
- What did Amazon say about its prices and personal information?
Opinion questions
- Would you want to see a company’s personal conclusions about you? Why or why not?
- Do companies have a responsibility to explain how they use customer data?
Further discussion
- What rules could help customers understand and control the use of their personal data?
- Can personalized shopping services be useful while still respecting people’s privacy?
Writing prompt
- Write a paragraph explaining whether online shopping companies should create personal profiles of customers. Give reasons and an example.
