Amazon knows what you like — and it can send you samples to boost buying

Brands are paying the online retail giant to use its data to find potential new customers and send them samples.

If you've shopped on Amazon, it knows your preferences, which is good for brands that are now paying the online retail giant to target potential customers like you.

So, let's say you have a coffee subscription through Amazon. Don't be surprised if you find a sample of java in your mailbox one day. Will it creep you out or lead you to shop more on the retail site?

In an article March 2, 2019, on NBCNews.com:

People feel obliged to reciprocate when someone does something nice for them. In other words, a gift invokes the principle of reciprocation. This principle transcends time and social boundaries. It is reasonable that Amazon’s gift boxes will delight many and lead to brand loyalty and increase in purchasing on Amazon.

– Nancy Gray, clinical assistant professor of marketing