BBC News published an inside look into “Why Amazon knows so much about you.”

“They happen to sell products, but they are a data company,” says James Thomson, one of the former executives interviewed.

“Each opportunity to interact with a customer is another opportunity to collect data.”

Founder Jeff Bezos frames it in terms of being a “customer obsession”, saying the firm’s first priority is to “figure out what they want, what’s important to them”.

Check It Out: How Jeff Bezos Built a Data Collecting Empire

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