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Amazon collects and analyzes information like your IP address, your e-mail address, computer and browser type, browser settings, browser add-ons you’re using and purchase history. Amazon also uses cookies to identify your device and recognize that you are a returning user. Amazon has a unique position in the advertising industry because it has so much data about people’s purchase behavior. It can use all this data to predict when people are likely to make purchases, and serve ads at the best moment.