Like, it's supposed to help with direct personal marketing? Okay, then why do I get all kinds of targeted ads for, say, toilet seat lids after I buy a new toilet seat off Amazon? Do they think I'm a collector?
I've never seen this shit ever drive me towards any product I might actually want to buy. It's always only ever been "Oh, you bought a thing? Maybe you want buy more of same thing?" Amazon's internal "this is a consumable product you might re-buy so we assess how often you re-buy such items to suggest it might be time to buy it again" is a basic Excel algorithm I could write, and it's more useful than any of this marketing shit using AI has ever been.
And by that I mean "never once actually been useful, but at least I understand why you're asking".