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March 11, 2005
Remember the carnival game where they would guess your age?
Amazon.com this week was granted a patent on a method of determining the age of a recipient of a gift based on past gifts.
As reported by CNET News.com
Amazon's patent grants it ownership of many data-mining techniques used to identify when a purchase is a gift and what sort of present it is. "If the item being ordered is perfume, and the date is one week before Valentine's Day, it may be inferred that the perfume is being purchased as a gift," the filing states. If a user chooses to send a message with a gift, the system can parse the message for "key words, such as birthday or anniversary" and infer the type of event associated with the gift, the patent states.
Here is an exemplary screenshot from the patent.
Here is claim 8 (which in my opinion is the broadest claim:
8. A computer implemented method of estimating an age range for an item recipient, the method comprising:at a first date, receiving a customer order for a first item for the recipient, where the first item is associated with a first age suitability designation stored in the electronic database;
at a second date, receiving a customer order for a second item for the recipient, where the second item is associated with a second age suitability designation stored in the electronic database; and
estimating in a computer an age range which corresponds to the recipient based at least upon the first age suitability designation accessed from the electronic database and the second age suitability designation accessed from the electronic database.
Given the outcry for better consumer privacy, the public (at least privacy groups) may not react so well to Amazon.com starting to use their purchase history database to start stereotyping people. But in reality, this type of data mining happens all the time. There have been other stereotyping systems utilized in the past such as predicting someone's income level based on neighborhood, purchases, etc.
Privacy laws such as COPPA are trying to limit data about children. However, if I enter one of my nieces' names as a recipient of a gift and then after a year or so passes, Amazon.com estimates her age. Have they collected personally identifiable information regarding a child without permission of the parent or guardian? In reality, they would not be collecting the information from a child under the age of 13, therefore COPPA may not apply.
The apparent novelty would appear to be the determination of age in at least part based on what items have been purchased. Most websites for gifts already break the catalog listings out by the recipient's age range, especially for toys.
One could design around these claims by just asking for the recipient's age. In reality the claimed method does the same thing, except that it makes a first guess without really asking for the age.
Click here to download the patent
Posted by Geof at March 11, 2005 12:12 AM
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