Amazon uses its tracking data to guess whether shoppers have a flat butt and no friends

Amazon’s customer profiling now exposes how deeply its data models infer personal traits from shopping behavior, turning routine recommendation data into surprisingly specific and sometimes unsettling customer descriptors. For CIOs and technology leaders, this is a reminder that advanced personalization can create material privacy, trust, and brand-risk issues if data use is not tightly governed, explainable, and aligned with customer expectations and regulatory requirements.