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How Bezos Built his Data Machine

By Leo Kelion

As published by BBC News


You might call me an Amazon super-user.


I’ve been a customer since 1999, and rely on it for everything from grass seed to birthday gifts. There are Echo speakers dotted throughout my home, Ring cameras inside and out, a Fire TV set-top box in the living room and an ageing Kindle e-reader by my bedside.

I submitted a data subject access request, asking Amazon to disclose everything it knows about me Scanning through the hundreds of files I received in response, the level of detail is, in some cases, mind-bending.




One database contains transcriptions of all 31,082 interactions my family has had with the virtual assistant Alexa. Audio clips of the recordings are also provided.

The 48 req


uests to play Let It Go, flag my daughter’s infatuation with Disney’s Frozen.

Other late-night music requests to the bedroom Echo, might provide a clue to a more adult activity.


Clicking on another file reveals 2,670 product searches I had carried out within its store since 2017. There are more than 60 supplementary columns for each one, containing information such as what device I’d been using, how many items I subsequently clicked on, and a string of numbers that hint at my location.


One spreadsheet actually triggers a warning message saying it is too big for my software to handle. It contains details of the 83,657 Kindle interactions I’ve had since 2018, including the exact time of day for each tap. An associated document divides up my reading sessions for each e-book, timing each to the millisecond.


And on it goes.


Click here to read the full article.

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