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

There's the potential to identify and track consumers

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

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.