At Amazon.com, the company utilizes a system in which they personalize the website to the user's preferences based on what they bought previously, or what departments of the online store they browse frequently. For example, if a customer usually browses through the woman's clothing section on the site, Amazon will recommend other types of clothing that they deem the customer would be interested in purchasing. Amazon does this as it increases their sales, and they essentially have the customer's page focus entirely on products they know that they are interested in, and would likely buy. The system is all done in real time, which means that if you were to buy a book on the site, if you were to refresh the page it would show other books by the same author, or similar works that Amazon would think that you would be interested in.
Nasraoui, O.; Petenes, C. "An intelligent Web recommendation engine based on fuzzy approximate reasoning", Fuzzy Systems, 2003. FUZZ '03. The 12th IEEE International Conference on, On page(s): 1116 - 1121 vol.2 Volume: 2, 25-28 May 2003
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