According to this article, " Amazon Personalize is a fully-managed service that allows you to create private, customized personalization recommendations for your applications." This isn't something the average consumer would use. Rather, application developers who want to use recommendations add a service connected to AWS. So, for example, if I wanted to, I could connect this newsletter to AWS and have it provide perosnal recommendations for readers (based, say, on their demographics or reading history - whatever data I've collected). I'm not going to do that, though - we're still waiting for decent recommenders, and this is probably not going to start out as one.