The advanced data technology is one of the strengths of Amazon that works as a competitive advantage for the company. Amazon is well known for its customer-centric service and the organization can achieve the same by using the customer data. The data-centric operations have increased with the emergence of Big Data analytics. Big Data is a tool that can quickly process a large amount of data with a wide variety. Amazon uses the Big Data technique to process a gigantic amount of customer data and used the processed information in their decision making. In today’s business world personal user data is collected by many organizations like Google and Facebook. In general, name, age, gender, social security number, bank details are some of the examples if the personal user data (Matsakis, 2019). Amazon doesn’t collect only these data but also records the searching patterns and chosen items by a user. A cookie is a small piece of code stored in the users’ computer and follows the users’ web browsing. The cookie is used for collecting the users’ data while they search on the Amazon website or uses Amazon App.