Amazon has confirmed it will remove a controversial privacy setting that allowed users to prevent their Alexa voice recordings from being sent to the company. Starting March 28, 2025, the 'Do Not Send Voice Recordings' option will be replaced by the 'Don’t Save Recordings' setting, which still directs all requests to Amazon's cloud before they are possibly deleted.
This shift is troubling many users concerned about privacy amidst rising scrutiny on how companies handle personal data. Less than 0.03% of Echo users had opted for the 'Do Not Send Voice Recordings' feature, suggesting that awareness of such settings may not be widespread. Despite the minimal usage, some see this as a troubling trend, pushing more sensitive data into Amazon's control.
Adding to the tension surrounding Amazon's privacy practices, the company recently lost a legal battle regarding a hefty fine imposed by Luxembourg's privacy regulator. On March 19, 2025, the Luxembourg National Commission for Data Protection (CNPD) confirmed that its decision to penalize Amazon with a record fine of 746 million euros (approximately $812.4 million) was upheld by the country's administrative court. This fine was imposed on Amazon for processing personal data in violation of the General Data Protection Regulation (GDPR), a law designed to protect users' data privacy within the EU.
The CNPD stated that its measures to ensure Amazon corrects its data handling issues would remain suspended while the company considers appealing the ruling. Amazon has publicly criticized the CNPD's decision, asserting, "Imposed an unprecedented fine based on subjective interpretations of the law about which they had not previously published any interpretive guidance," as reported by Reuters.
In light of the ongoing GDPR violations, the removal of the 'Do Not Send Voice Recordings' feature appears to come at an inopportune time. Users worry that shifting voice requests to Amazon's cloud paves the way for data breaches and misuse. Amazon representatives have stepped up to reassure customers, stating, "The Alexa experience is designed to protect our customers’ privacy and keep their data secure, and that’s not changing," while adding, "We’re focusing on the privacy tools and controls that our customers use most and work well with generative AI experiences that rely on the processing power of Amazon’s secure cloud." This response echoes a broader industry sentiment prioritizing enhanced AI capabilities over stringent privacy safeguards.
Despite Amazon's reassurances, some users remain skeptical. Feedback on platforms like Reddit and Facebook illustrates a growing dissent among Echo users. One user questioned, "I don’t understand how anyone could buy and support this product? I assume it has been doing this since day one," reflecting widespread distrust in Amazon's commitment to user privacy.
Another Facebook user lamented that the end of the feature seems designed primarily to help with Amazon's AI development, saying, "which seems to really be about keeping their stock price up. At your expense." With such feedback, Amazon faces a significant public relations challenge as it navigates both legal repercussions and the erosion of customer trust in its products.
Amazon is not alone in this data privacy scrutiny. Competitors like Apple and Google are also under public watch. Apple's HomePod devices process some requests on-device, while others still reach Apple’s servers, yet Apple has stated that audio data is not stored without user consent. They utilize a random identifier for request data and decouple it after six months. Meanwhile, Google's Nest devices allow more user control over saved voice activity, offering auto-delete options to further provide a semblance of privacy.
For now, Amazon's decision to enhance AI functionalities through cloud processing raises serious concerns about user data security. The overlapping issues of trust and privacy will continue to plague not only Amazon but the entire tech industry as users increasingly demand greater control over their personal information. As companies like Amazon push boundaries in AI and data analysis, a delicate balance between innovation and privacy rights must be maintained to satisfy wary consumers. With the landscape evolving rapidly, the coming months will be crucial for Amazon as it seeks to redefine its privacy commitments in light of legal and public scrutiny.
