A New Report Reveals How Amazon Uses Alexa Voice Data for Targeted Ads

We already knew that Alexa collects more data than any other smart assistant, but a new report reveals how Amazon is using our voice data to serve targeted ads, as well as sharing the data with 41 different advertising partners.

The research was carried out by a team of researchers from the University of Washington, UC Davis, UC Irvine, and Northeastern University, and is titled, “Your Echos are Heard: Tracking, Profiling, and Ad Targeting in the Amazon Smart Speaker Ecosystem.”

As The Verge reports, the research team created personas to interact with Alexa using a range of different third-party skills. It was then possible to use statistical analysis to confirm each persona was served targeted ads on both Amazon’s own platforms and the web. The research also revealed that the data being shared with Amazon’s advertising partners takes the form of processed transcriptions, not the raw audio data.

Amazon isn’t denying this occurs, with spokesperson Lauren Raemhild telling The Verge:

“Similar to what you’d experience if you made a purchase on Amazon.com or requested a song through Amazon Music, if you ask Alexa to order paper towels or to play a song on Amazon Music, the record of that purchase or song play may inform relevant ads shown on Amazon or other sites where Amazon places ads.”

Raemhild also confirmed customers receive targeted ads on its smart speakers. However, she makes it clear Amazon does not sell its customers’ personal information, and that, “Many of the conclusions in this research are based on inaccurate inferences or speculation by the authors, and do not accurately reflect how Alexa work.”

Alexa third-party skills must post a privacy policy if they are collecting personal information detailing how it will be used. Customers must also agree to share that information. As for the Alexa service itself, you can review what you’ve asked in the past, delete your history, and tell Amazon to stop listening to your recordings.