You can buy almost anything you want from Amazon, but how the company collects and stores the information you provide may surprise you.

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Have you ever wondered why Amazon greets you by name or how the site seems to read your mind and predict which book you're interested in reading next? When a Web site knows so much about its users, even the savviest online shoppers might question if their personal information is safe. In fact, as reported in Business Wire, a recent study showed that 70 percent of consumers either have safety concerns when shopping online or don't go online to shop at all. So how can you shop safely on a Web site like Amazon but still protect your information to make sure you don't become the next victim of online identity theft?

Well, out of all the sites on the Internet, Amazon is one of the safest. That's not to say, however, that the mega-site isn't using your personal information in ways you might not be aware of (or appreciate). For example, there's a good chance Amazon has your name, home address and phone number stored in its databanks -- but should this be a cause for concern?

Read the next page to learn how one Amazon's primary tracking tools could be mistaken for baked goods.