InformationWeek
Defining The Business Value Of Technology
July 17, 2000
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Privacy Evaluation: Amazon.com
By Andrew Shen, policy analyst, Electronic Privacy Information Center.
This is a better than average privacy policy. Clearer and shorter than most (two pages printed out, as opposed to Yahoo's six pages), it lists most of the uses of the personal information the site collects. Cookies are discussed, although not particularly well: "Most Web browsers automatically accept cookies, but you can usually change your browser to prevent that." Most consumers could probably use a more detailed explanation, including how to disable cookies.
But, as with most privacy policies, you have to read the fine print. The presumption of most consumers is that once they provide their personal data to a company, it stays with that business. Amazon does not live up to that standard. Its privacy policy twice says that "Amazon.com does not sell, trade, or rent your personal information to others. We may choose to do so in the future with trustworthy third parties, but you can tell us not to by sending a blank E-mail message to never@amazon.com."
Customers should never have to say that they would like their information to stay private; it should always be treated that way.
Farther down, the Your Consent section seems to ignore reality. It says, "By using our Web site, you consent to the collection and use of this information by Amazon.com. If we decide to change our privacy policy, we will post those changes on this page. ý " Most people who use the Web site likely do not read the privacy policy, so how that constitutes consent is somewhat baffling. Most people would also not feel comfortable with Amazon.com's freedom to change its privacy policy at any time. If customers take the time to read the policy, the least a Web site can do is not change its terms on them.
Other problems reside in what is left unsaid. What if customers think Amazon has invaded their privacy? There is no mention of the Federal Trade Commission or how to file a complaint.
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