The funny thing is, in Amazon's case, there are multiple ways to do that - tell the website you're buying something as a gift during checkout, or when you get b

The funny thing is, in Amazon's case, there are multiple ways to do that - tell the website you're buying something as a gift during checkout, or when you get bad recommendations, click 'fix this recommendation'. Of course, even though I work there * , I never remember to do the former, and usually can't be bothered to do the latter ... and I reckon the majority of people don't know that either option exists (in a couple of cases I've even had people ask me why the option didn't exist!) It's a pretty good case study: even though the UI is there, front and center (the 'fix this' link is usually right underneath recommendations), it doesn't get used because most users would rather do 'Step 1: get good recommendations' rather than 'Step 1: get mixed-quality recommendations; Step 2: take action to improve recommendations; Step 3: get good recommendations'. * And, of course (standard disclaimer) I don't speak for or represent Amazon in any way...