Amazon Might Use 3D Body Scans to Customize Clothes—and Also Capture Your Data

There's the potential to identify and track consumers

Learn how to market with the modern consumer’s wants and needs in mind at Commerceweek, July 11–12, with brand leaders from Visa, Uber, TikTok and more. Sign up now to save 35%.

Amazon certainly isn’t the first brand to experiment with 3D body scans, but it may be the first to really give consumers the willies.

In May, Amazon made headlines for offering $25 gift cards in exchange for the scans, which raised concerns about not only its intent but potential breaches and/or exploitation.

“If Amazon were just an apparel company, I think that there would be fewer concerns, but given that apparel is only one of its many businesses and it is known for using data mercilessly, privacy advocates I think are rightfully concerned,” said Sucharita Kodali, an analyst at research firm Forrester.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the July 22, 2019, issue of Adweek magazine. Click here to subscribe.