45' (GER, ENG subs)
Every second Euro in online trading is spent on Amazon, and the trend is rising. But Amazon is not only a convenience tool. How does Amazon use our data to predict the purchasing behavior?
In the eternal battle for the title "most valuable Internet company" Amazon has just passed Microsoft and Apple. The online retailer could also be in the lead when it comes to collecting data. It can simultaneously observe, compare, and analyze more than 300 million users worldwide. Is Amazon, with its unabated growth, about to turn our economic system upside down? Or even more?
Never before in the history of trade has a company collected so much data on the behaviour of buyers and traders. Amazon is not just a marketplace and provider of services - it also controls all data streams on this market and uses them in its own sense.
In the guise of the harmless Internet trader, who always focuses on the well-being of his customers, the giant gains the most intimate insight into the lives of its customers. Everything is stored - only what the company concludes from it, is not revealed.
And what will become possible when data from new business areas are added? In the US, the company is active in the health market, and policemen are already searching for criminals with the help of Amazon's facial recognition programme. The public space is monitored with Amazon's software, global corporations and secret services have their data stored on Amazon's servers.
The film takes a look into the near future and tries to understand the Amazon machine.
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||45' (GER, ENG subs)
||Martin Herzog, Marko Rösseler
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