var mk_images_dir = "http://www.socialpatterns.com/wp-content/themes/jupiter/assets/images", mk_theme_js_path = "http://www.socialpatterns.com/wp-content/themes/jupiter/assets/js", mk_theme_dir = "http://www.socialpatterns.com/wp-content/themes/jupiter", mk_captcha_placeholder = "Enter Captcha", mk_captcha_invalid_txt = "Invalid. Try again.", mk_captcha_correct_txt = "Captcha correct.", mk_responsive_nav_width = 1020, mk_vertical_header_back = "Back", mk_vertical_header_anim = "1", mk_check_rtl = true, mk_grid_width = 1140, mk_ajax_search_option = "fullscreen_search", mk_preloader_bg_color = "#ffffff", mk_accent_color = "#76d0de", mk_go_to_top = "true", mk_smooth_scroll = "true", mk_preloader_bar_color = "#76d0de", mk_preloader_logo = ""; var mk_header_parallax = false, mk_banner_parallax = false, mk_footer_parallax = false, mk_body_parallax = false, mk_no_more_posts = "No More Posts";

Wired has a great article about Amazon tracking its customers and how Amazon is using that data.

Amazon.com has one potentially big advantage over its rival online retailers: It knows things about you that you may not know yourself.

A9 and Amazon is catering to a different search niche – they are bringing the customer service aspect to search. With community building tools and personalized suggestions, the search experience is much more personal.

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