Online shopping
Online shopping or Ecommerce websites such as Amazon use information from a customer’s user profile and interests to generate a list of recommended items to shop. Recommendation algorithms analyse user demographic data, history, and favourite artists to compile suggestions. The store rapidly adapts to changing user needs and preferences, with generation of real time results required within half of a second. New profiles naturally have limited information for algorithms to analyse, and customer data of each interaction provides valuable information which is stored as a database linked with each individual profile. User profiles on ecommerce websites also serve to improve sales of sellers as individuals are recommend products that other "customers who bought this item also bought" to widen the selection of the buyer. A study conducted found that user profiles and recommendation algorithms have significant impact on related product sales and overall spending of an individual. A process known as "collaborative filtering""" tries to analyse common products of interest for an individual on the basis of views expressed by other similar behaving profiles. Features such as product ratings, seller ratings and comments allow individual user profiles to contribute to recommendation algorithms, eliminate adverse selection and contribute to shaping an online marketplace adhering to Amazons zero tolerance policy for misleading products.