Studies including this from Avionos, this from Deloitte, this from Yes Marketing, and this from Signs.com all show that consumers care more about a convenient, low cost shopping experience than personalized recommendations. But, as this Sitecore study reports, marketers persist in believing the opposite. If you’re part of that majority, you’ll be thrilled that you can now use Amazon’s very own personalization algorithms on AWS. Cynics will see an Amazon plot to distract competitors from what’s really important. Optimists will argue that making personalization easy frees resources for other improvements.