Ever wondered how when browsing through the Amazon website/app there is always a list of products that are “Recommended for you…”? Do you often sit there and think “How on earth do they know that I might want to buy those unicorn socks with matching scarf….”? Well, it’s not witchcraft, Blackmagic or lucky guesses. For the past decade or so Amazon has been spending a lot of time investing in their machine learning algorithm that powers their recommendations service on their sites.