Amazon is exploring how to turn the Echo into a Trojan horse for advertisers

Amazon Echo.
(Image credit: David Becker/Getty Images)

It's a brand new year, but Amazon is still being creepy. The latest news is that the retail giant's Echo smart speakers could soon assess your shopping habits and sneakily nudge you towards buying from a particular brand that has a partnership with Amazon, CNBC reports.

As things stand now, the speakers allow advertising on music, news, or podcasts, although the "voice" isn't allowed to sound like or refer to Amazon's own voice assistant, Alexa. Brands, though, are itching for more. "Advertisers and brands are particularly focused on search placement on Alexa because shoppers are more likely to select a top result on a voice assistant than they are on the web, where it's easy to scroll down or ignore written suggestions," CNBC writes. For example, if a customer asks for toothpaste, Alexa can potentially say: "Okay, I can look for a brand, like Colgate. What would you like?"

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Jeva Lange

Jeva Lange was the executive editor at TheWeek.com. She formerly served as The Week's deputy editor and culture critic. She is also a contributor to Screen Slate, and her writing has appeared in The New York Daily News, The Awl, Vice, and Gothamist, among other publications. Jeva lives in New York City. Follow her on Twitter.