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Why your holiday shopping data needs a cleanup now

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Why your holiday shopping data needs a cleanup now

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If the ads you see in December feel a little too accurate, you are not imagining it. 

The holiday shopping season is the busiest time of the year for retailers and for data brokers. These companies quietly track, collect and sell your personal information. Every search, click, cart add and purchase feeds a digital shopping profile tied to your name, phone number, email and address.

If you do not clean it up before the year ends, that profile will follow you into 2026. It fuels more scam calls, targeted ads, identity theft attempts and privacy risks you never agreed to. Here is how your profile forms, why data brokers want it and how to erase it fast.

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FBI WARNS EMAIL USERS AS HOLIDAY SCAMS SURGE

Your digital shopping profile forms every time you browse, click or buy during the holiday season. (iStock)

Your digital shopping profile forms the moment you shop online

Your profile starts forming the second you browse Amazon, Target, Sephora, Walmart or any online store. Every interaction adds new data points, including:

  • Items you viewed
  • Items you added to your cart
  • Purchases and near-purchases
  • Shipping and billing addresses
  • Total spending
  • Preferred brands
  • Device type and browser
  • IP address and physical location

Activity spikes in November and December. You are searching for gifts, deals, decorations and electronics. Data brokers watch this surge and collect more aggressively.

How data brokers get your information

Data brokers gather your personal information from several places at once. Here are the most common sources.

1) Retailers send your shopping data to third parties

Most retailers use analytics, advertising or measurement partners. These partners are often data brokers. The more companies that handle your information, the higher the risk of exposure.

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Marketing tools may analyze personal details such as age, race, gender, location and shopping habits. Even without clear consent, partners often receive:

  • Full purchase histories
  • Timestamps
  • Product categories
  • Loyalty account details

Some stores even share in-store behavior when you scan a loyalty card.

2) Shopping apps track far more than what you buy

Apps from Amazon, Temu, Walmart, SheinTarget and others track everything you do. They often collect:

  • Real-time location
  • Device data
  • Contact lists if allowed
  • Swipe patterns
  • Time spent viewing specific items

This behavioral data becomes extremely valuable to data brokers. It also helps scammers understand how to target you.

Data brokers collect this activity from retailers, apps and tools to build a detailed record of your habits. (iStock)

3) Price-comparison tools copy your browsing habits

Browser plugins that offer price drops or deal matching often collect far more than you expect. An FTC investigation revealed that they can capture details from location and demographics to mouse movements.

Data points like these get packaged, sold and added to your digital shopping profile. Scammers can then build highly targeted attacks.

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What scammers can do with your digital shopping profile

Scammers use these profiles to run more convincing attacks during the holiday season. With access to your data, they can:

  • Send fake order confirmations
  • Launch refund scams
  • Send fraudulent delivery texts
  • Commit identity theft
  • Resell your information to other criminals

If you interact with a scam even once, your profile may be marked as verified. That makes you a priority target for future attacks.

PROTECT YOUR DATA BEFORE HOLIDAY SHOPPING SCAMS STRIKE

Why December is the best month to delete your data

Each January brings a surge in scams, including refund scams, account update scams, IRS scams, Medicare scams and subscription renewal scams. Many of these attacks rely on the holiday shopping data collected in the weeks before.

If you delete your data now, you reduce:

  • Scam calls
  • Spam emails
  • Targeted phishing attempts
  • The number of companies holding your personal information

Data brokers must delete your information once you request it. Acting now limits how much of your 2025 activity they can store and resell.

WHAT REALLY HAPPENS ON THE DARK WEB, AND HOW TO STAY SAFE

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However, removing your data manually is nearly impossible. You would need to contact and send opt-out requests to:

  • People-search sites
  • Marketing data brokers
  • Retail data aggregators
  • Ad-targeting vendors
  • Shopping analytics platforms
  • Credit-linked identity brokers

One at a time.

The fastest way to delete your digital shopping profile

This is why I recommend using an automated data removal service. They remove your exposed data from hundreds of data broker sites and continue to monitor new threats.

While no service can guarantee the complete removal of your data from the internet, a data removal service is really a smart choice. They aren’t cheap, and neither is your privacy. These services do all the work for you by actively monitoring and systematically erasing your personal information from hundreds of websites. It’s what gives me peace of mind and has proven to be the most effective way to erase your personal data from the internet. By limiting the information available, you reduce the risk of scammers cross-referencing data from breaches with information they might find on the dark web, making it harder for them to target you.

Check out my top picks for data removal services and get a free scan to find out if your personal information is already out on the web by visiting Cyberguy.com.

Clearing your data in December reduces scams, cuts targeted tracking and protects your privacy heading into the new year. (iStock )

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Get a free scan to find out if your personal information is already out on the web: Cyberguy.com.

Kurt’s key takeaways

Your digital shopping profile may feel invisible, but it shapes the ads you see, the scams you receive and how exposed your personal information becomes. The holiday season gives data brokers more information in two months than they collect during the rest of the year. Use December to clean it up. With a few smart steps and an automated data removal service, you can enter 2025 with fewer scams, fewer trackers and more control over your privacy.

What part of your digital shopping profile surprised you most after learning how data brokers track you? Let us know by writing to us at Cyberguy.com.

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Amazon develops a warehouse robot workers can speak to

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Amazon develops a warehouse robot workers can speak to

Amazon has announced a new version of its fully autonomous warehouse robot, Proteus, that will can interact using language instead of code. The expanded capabilities come as part of a growing pivot toward automation as the e-commerce giant replaces its human workers with robots.

Amazon says the AI-powered upgrade means its human employees can assign the robot tasks in the same way they’d communicate with colleagues. Previously, workers would need to use specialized software to direct the floor-level, tortoise-like systems, which are designed for heavy lifting and moving large carts throughout Amazon’s warehouses. “You tell it what needs to be done. It figures out the priority, the route, the timing,” says Scott Dresser, vice president of Amazon Robotics.

The next generation of Proteus will also work across a much larger area than the ones currently in use, which Amazon says only operate in dock areas. “The new system can work anywhere items need to be moved,” the company says. This includes transporting containers as they arrive on site, moving them between workstations, and assisting employees across fulfillment centers and delivery sites.

The new system is currently being piloted in Amazon’s labs, but the company says it has plans to deploy it in Europe during the first half of 2027.

Proteus is part of Amazon’s broader robotics roadmap. It says it has plans to expand its touch-sensitive robot, called Vulcan, and a collaborative tote-handling system first piloted in Barcelona, to more sites across Europe in the coming year.

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Amazon says it is “creating new jobs alongside these technologies” and claims to have hired hundreds of thousands of employees globally since introducing robotics into its operations. The company insists its robots are designed to support workers and streamline operations, rather than replace hundreds of thousands of workers with robots.

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Microsoft Is Pulling the Plug on Publisher This Fall. These 8 Alternatives Prove You Don't Need It

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Microsoft Is Pulling the Plug on Publisher This Fall. These 8 Alternatives Prove You Don't Need It
Before Microsoft Publisher disappears forever, you should move your current and future creative projects to a new platform. These are the best alternatives I’ve tested, whether you just need basic design tools or a full-on creative suite.
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Technology

Dark web monitoring: does it put your data at risk?

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Dark web monitoring: does it put your data at risk?

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You hear the phrase “dark web monitoring,” and it can feel unsettling. If a company is scanning shady corners of the internet for your information, are they exposing you even more?

That question comes up often. In fact, Joyce from Florida wrote in with a concern many people share:

“When companies scan the dark web for your data, doesn’t that put you at risk? Your information is now out there. Please explain what that really means.” Joyce, Fanning Springs, Fla.

Joyce, great question. A lot of people assume these services are pushing your data somewhere new. That isn’t what is happening. The short answer is simple. No, dark web monitoring does not put your information at risk. Let’s walk through what is really going on.

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WHAT REALLY HAPPENS ON THE DARK WEB, AND HOW TO STAY SAFE

Dark web monitoring checks breach dumps, hacker forums and leaked databases for personal information that may already be exposed. (Annette Riedl/picture alliance via Getty Images)

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  • Your phone holds your email, passwords, photos, banking apps and personal data. In this free, live online class, Kurt the CyberGuy will walk you step by step through simple phone security fixes you can do in real time. You’ll learn how to improve your privacy settings, spot the latest phone scams, use trusted security tools and walk away with a simple checklist to stay protected. Register here: CyberGuyLive.com

What is dark web monitoring and how does it work

These services are not uploading your data anywhere. They are not spreading your information.

Instead, they are:

  • Monitoring known data breach dumps, hacker forums and leaked databases
  • Searching for matches to your information, like your email or phone number
  • Alerting you if your data is already found there

Here is the key point to understand. Your information is already out there before they ever find it.

Does dark web monitoring expose your data? A simple way to think about it

The simple answer is no. Think of it like checking if your stolen credit card is being used. No one is putting your card out there.

A monitoring service watches for signs that your data is already in use, so you can shut it down quickly.

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10 SIGNS YOUR PERSONAL DATA IS BEING SOLD ONLINE

How dark web monitoring works without exposing your information

Reputable services use secure methods to check for your data. They are designed to protect your information during the process.

These include:

  • Hashed searches, where your data turns into unreadable code before checking
  • Secure databases and APIs that compare data without exposing it
  • Monitoring existing breach datasets instead of live personal accounts

They are not:

  • Logging into your accounts
  • Posting your information
  • Interacting with criminals on your behalf

That distinction matters. They are observers, not participants.

Dark web monitoring can help users respond quickly by changing passwords, freezing credit or locking down affected accounts. (Kurt “CyberGuy” Knutsson)

When dark web monitoring could put your data at risk

While the concept itself is safe, the provider you choose matters. There can be a risk if:

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  • You use an unknown or untrusted service
  • A company asks for sensitive documents without a clear reason
  • The service itself has weak security and gets breached

That is why it is important to stick with well-known providers that have a strong track record.

BE AWARE OF EXTORTION SCAM EMAILS CLAIMING YOUR DATA IS STOLEN

Why dark web monitoring is actually helpful

Without monitoring, you might never know your data was exposed. That means:

  • Your email and password could be circulating for months
  • Someone could open accounts in your name
  • Your information could be resold again and again

With monitoring, you get an early warning. That gives you time to change passwords, lock accounts and stop fraud before it spreads. In many cases, that early alert is the difference between a close call and a major financial hit.

Ways to stay safe from data breaches and identity theft

Even with monitoring, you should take simple steps to protect yourself.

1) Limit how much data is out there

Use a data removal service to reduce your exposure over time. A data removal service works to remove your personal data from data broker sites. That reduces how much of your information is circulating online in the first place. Check out my top picks for data removal services and get a free scan to find out if your personal information is already out on the web by visiting Cyberguy.com

2) Stick with trusted services

Choose an identity theft protection service with strong security practices and clear privacy policies. They monitor your personal information and alert you quickly if it appears in breaches or suspicious activity. They also include identity theft protection tools in one place. See my tips and best picks on Best Identity Theft Protection at Cyberguy.com

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Data breach alerts can warn users when emails, phone numbers or passwords are found in leaked databases. (Kurt “CyberGuy” Knutsson)

3) Watch for alerts and act quickly

If you get a breach alert, change your password right away. Avoid reusing passwords across accounts. A password manager can help. Check out the best expert-reviewed password managers of 2026 at Cyberguy.com

THE ONE THING SCAMMERS CHECK BEFORE TARGETING YOU ONLINE

4) Turn on two-factor authentication

Two-factor authentication (2FA) adds an extra layer of protection, even if your password is compromised.

5) Freeze your credit if needed

A credit freeze can stop criminals from opening new accounts in your name without your approval.

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6) Monitor your financial accounts regularly

Check your bank and credit card statements often to catch suspicious activity early.

Kurt’s key takeaways

Dark web monitoring does not expose your data. It checks whether your data has already been exposed. Think of it as a radar system. It scans for danger so you can respond before things get worse. In a world where data breaches are common, that kind of early warning can make all the difference.

If your personal data was already out there right now, would you want to know or stay in the dark? Let us know by writing to us at Cyberguy.com

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