The ML algorithms used by Amazon Personalize create higher quality recommendations that respond to the specific needs, preferences, and changing behavior of your users, improving engagement and conversion. They are also designed to address complex problems such as creating recommendations for new users, products, and content with no historical data.  

With Amazon Personalize, you can implement a customized personalization recommendation system, powered by ML, in just a few clicks without the burden of building, training, and deploying a “do it yourself” ML solution.  

Amazon Personalize easily integrates into your existing websites, apps, SMS, and email marketing systems to provide a unique customer experience for across all channels and devices eliminating high infrastructure or resource costs. Amazon Personalize provides flexibility for you to use real-time or batch recommendations based on what is most appropriate for your use case, enabling you to deliver a wide variety of personalized experiences to customers at scale.

All of your data is encrypted to be private and secure, and is only used to create recommendations for your customers. Data is not shared between customers or with us. You can also use one of your own Key Management Service (KMS) keys to gain more control over access to data you encrypt. KMS enables you to maintain control over who can use your customer master keys and gain access to your encrypted data.