Digital Identity 

The apparent advantage of the growth of digital identities is that they facilitate access to internet content and all related services. The widespread use of digital identifiers has fostered the common practice of researching a person online before meeting them in person (for instance, in regard to a potential employee) in order to get some insight into who they are. Legal as it may be, the dictatorship of data, in which the behaviors of individuals are less important than the aggregated information about those individuals’ likely future activities and in which personal interaction is placed after analysis of digital authentication, could lead to discrimination in the workplace (Woo, and Mishra, 2021).

Conclusion

In concluding this report, the purpose of this report is to restate the application of big data, challenges faced by using amazon, further opportunities, strategic and operational usage of big data and legislation and the ethical issue that has been discussed. Using a variety of approaches to analytics, companies are able to get a competitive edge thanks to big data. These methods enable us to comprehend insights, patterns, connections, and linkages that were previously incomprehensible using the conventional method of analysing tiny data sets. By enhancing and upgrading its safety measures, Amazon can turn its problems into gains. Amazon can better secure its customers’ data by adopting cutting-edge security measures, and the corporation can benefit from the introduction of these cutting-edge technologies. The company’s data and personal information can be safeguarded, the business can be protected from thieves, and traffic signals can be managed with efficiency attributable to the investment in technology. The results indicate that businesses that comprehend the relevance of big data and build solutions around data have enjoyed enormous rewards over the last several years. This is something that has been brought to light by the findings. This is a valuable opportunity to capitalise on the area of analytics in order to improve decision-making across a variety of commercial sectors. There are a variety of one-of-a-kind research possibilities available in a variety of corporate, scientific, and government fields anywhere there is continuous data generation.