Amazon customers in Canada could be part of a new class action lawsuit

A proposed class action lawsuit in Canada is putting tech giant Amazon in the hot seat — and if you've ever used Alexa in your home, you might be eligible for a payout if the suit is successful.

The lawsuit, filed in the B.C. Supreme Court on Tuesday, targets Amazon Canada and its global counterparts.

The class action claims that Amazon Alexa products collected more personal information than users were led to believe, held onto that data for years — even after some users tried to delete it — and used the information to boost Amazon's own tech like artificial intelligence and machine learning systems.

According to Charney Lawyers, class counsel for the case, Canadian residents who had an Alexa user account anytime from 2014 to July 19, 2023, could be eligible to join the proposed class action.

That includes anyone who used an Alexa-enabled device like an Echo speaker or a smart TV and paired it with the Alexa app.

The class action lawsuit alleges that Amazon retained user data — including transcripts and metadata — even when customers thought they had deleted it. It accuses Amazon of violating Canadian privacy laws, breaching its own user agreements and breaking consumer protection rules.

"Amazon deliberately collected broad swathes of data, kept it indefinitely, misled users about what they could delete and then used it for their own benefit," the suit alleges.

Because Alexa devices are often used in intimate, personal spaces like living rooms and bedrooms, the notice of claim also argues that the data captured was "inherently revealing and private," and that "a reasonable person would regard this invasion as highly offensive causing distress, humiliation, or anguish."

The claim also says this data was used for commercial gain, helping Amazon train its algorithms and personalize ads, all without properly informing users.

Charney Lawyers also argue that some of this data may have been collected accidentally when Alexa mistook regular sounds for its "wake word." This means conversations users never intended to share might have been picked up, transcribed and saved.

The suit hasn't been certified yet, which means a judge still needs to approve it before it can move forward. None of the allegations have been tested or proven in court.

If the lawsuit does get certified and you fit the criteria, you might be eligible for compensation. The suit is seeking compensation for alleged privacy violations, including damages for emotional distress, repayment of profits Amazon made from the data and a potential refund for what users paid for Alexa products and services.

Charney Lawyers has created a registration page where Canadians can sign up to be notified if the case progresses. You can visit the official Amazon Alexa class action website for more info or to register as a member of the class.

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