What a coincidence! When I got home today, after our discussion on targeted advertising in the mail, I checked my own mail and found an Amazon gift catalog addressed to my partner (pictured below). Because the intended audience seems to clearly be couples, I wondered if this was a targeted ad, and if there were other catalogs that other kinds of people were receiving. (PLEASE post a comment if you get one in your mail and tell us how it is different!!)

I looked up Amazon holiday catalogs online, and all of the top search results were about their Holiday Toys catalog(s) and how they are probably sent to customers who buy “back to school” items on their Amazon accounts, because that’s a reliable indicator of having children, and therefore of buying toys for Christmas. So definitely there are other ones, which means this one was specifically for us!
Here is how I know this catalog is targeted toward us:
There are clearly other holiday gift catalogs that Amazon is sending out, but we got the “adult couples with no children” catalog as opposed to the “children live in your home” catalog. We also use the same Amazon account because we only have one Prime membership, so it makes sense that they noticed that there are two kinds of purchasing profiles mixed together in our buying history, plus our saved addresses are two different names for the same address. So, a couple.
But we also got the fashion-specific one. Most of our purchases on amazon are my books for graduate school and individual clothing items for specific events (like the several weddings we’ve been to in the last year and Halloween). So, the algorithm decides we are interested in fashion and that is the category of purchase we are most likely to make. (Where is my academic book catalog though??? Probably they know I only buy a lot of books twice a year, at the start of each semester.)
There are also a lot of ads for sweaters, hats, and jackets—I bet people who live in warmer climates get different ones.
There’s a couple ads for baby clothes, but I’m not sure what’s up with that—we are definitely not having a baby. Maybe it’s not that hyper specific and they figured adult couples sometimes have kids, but we didn’t score high enough on the “probably have kids” scale to get the toys one.