I just demoed Windows 11 Recall: 3 useful features that may surprise you | Amznusa.com

I got a chance to demo Recall — and it’s a lot more polished than I thought.

What is Recall? Only the most controversial AI-powered feature that Microsoft has dropped this year.

Long story short, it’s like your own personal digital scrapbook. Using frequently taken screenshots, it saves snapshots of your PC activity, allowing you to go back and revisit them whenever you want.

Thanks to a timeline scrubber, you can scroll through everything that happened each day. Plus, you can use natural language to search for things within your Recall history.

However, some security experts expressed concerns about Recall, fearing that hackers would see it as a gateway for stealing user data.

In response, Microsoft delayed Recall’s rollout and addressed fears and anxieties by, in part, requiring Windows Hello (e.g., biometric authentication like fingerprint scanning and facial recognition) to access Recall.

Now that Recall is more secure, Microsoft wants Windows users to give it a chance.

Windows Recall demo with Microsoft

I had a Microsoft rep demo Recall at a recent press event.

Demonstrating a practical use case, the rep pretended that he was interested in running the Boston Marathon and discovered a PowerPoint-based itinerary for it — but never saved it.

He launched Recall and searched for the word “itinerary” — and voilà — it appeared in his search results because the AI recognized the word among some screenshots in his timeline.

The Microsoft rep boasted that Recall can even identify images.

After typing, “Chart with purple arrow,” Recall was able to find a document with — you guessed it — a purple arrow, even though the words “chart with purple arrow” never appeared in the timeline.

While these perks are pretty impressive, it’s the following three features that won me over.

1. You can access links in Recall’s search results

Once search results populate in Recall, you can click on a screenshot and a button below it will allow you to access the URL associated with it.

For example, if you want to find that Mashable article about the “Lover Girl” dating trend, but you forgot to bookmark it, you can lean on Recall and type in the words “couple in love.”

Not only will you see the screenshot of the article (thanks to the AI-based image recognition), but you’ll be able to access it again via Microsoft Edge.

Recall can pull up files stored locally, too, if you click on a screenshot of a document you saved on your computer.

2. Recall screenshots are interactive

You can interact with screenshots of documents, webpages, and more without ever leaving Recall.

For example, if a screenshot captures a PDF you opened during your PC activity history, you don’t need to pull up the actual document to interact with it.

If there is text, your PC will recognize it and allow you to copy and paste it elsewhere. You can click on URLs, too.

3. Don’t worry about storage

I asked the Microsoft rep, “Wouldn’t Recall destroy my storage?” As it turns out, in the Settings menu, there’s a way to limit Recall’s presence on your storage in the Settings app.

Depending on your preference, you can ensure that the PC doesn’t exceed the following storage thresholds:

25GB

50GB

75GB

100GB

150GB

The Microsoft rep explained that 150GB is “over a year’s worth of snapshots” while 25GB will save about “several months” of data.

Recall’s privacy and security

As we reported last week, Microsoft announced a slew of updates to Recall to make it more secure.

In addition to requiring a Windows Hello login, Recall requires an opt-in process. It’s not on by default.

Secondly, users can uninstall Recall from their system. Thirdly, Microsoft said that Recall data is encrypted and isolated in something called a “VBS Enclave.” In layman’s terms, this means that your screenshots will be secured in a contained environment that is safe and unreadable from third-party apps and users.

Plus, Microsoft says that AI for Recall is processed on-device and Microsoft never uploads user data to the cloud.

Keep in mind that only Copilot+ PCs, like the Surface Laptop 7, support Recall. Laptops with this branding can handle on-device AI processing due to their NPUs (a processor that is dedicated to running AI tasks).

How to get Recall

I tried to get Recall on my own PC (i.e., Surface Laptop 7), but it required me to jump through several hoops. Firstly, I had to sign up for a free Windows Insider membership.

Secondly, I had to go through a wave of updates to make sure that my system is on the latest Windows version available.

But even then, because Microsoft is doing a staggered rollout of Recall to Windows Insiders, I haven’t seen Recall appear on my machine yet. Bummer!

Is Recall on its way to redemption?

Microsoft has tough challenge on its hands: redeeming Recall from a sullied reputation. Recall has been called creepy, dystopian, controversial, and gimmicky.

However, there are still some users who are optimistic about its usefulness. I fall in the latter camp; I’ve been in countless situations where I browse the internet, neglect to bookmark or save something, and end up pulling my hair out trying to rediscover it.

As someone who struggles with forgetfulness, I can see Recall playing the hero in moments when my mind fails me.

 Windows 11 Recall had a rough launch, but it may be on the road to redemption 

The Amazon Marketplace: Empowering Sellers and Shaping Consumer Behavior

The Amazon Marketplace has emerged as a powerful force in the global economy, redefining how businesses operate and how consumers shop. Since its launch in 2000, Amazon Marketplace has grown into one of the largest online marketplaces in the world, with millions of sellers and an even larger base of customers. This platform has not only democratized e-commerce, providing opportunities for businesses of all sizes, but it has also significantly influenced consumer behavior. This article explores how the Amazon Marketplace empowers sellers and shapes consumer behavior.

Empowering Sellers: Opportunities and Challenges

The Amazon Marketplace has opened up unprecedented opportunities for sellers, from individual entrepreneurs to large corporations. One of the most significant benefits for sellers is the access to Amazon’s vast customer base. With over 300 million active users globally, Amazon provides a ready-made audience for sellers, eliminating the need for extensive marketing efforts to drive traffic to their products.

Lower Barriers to Entry

One of the most profound ways Amazon empowers sellers is by lowering the barriers to entry into the e-commerce space. Traditionally, setting up an online store required significant investment in website development, payment processing systems, and logistics. Amazon Marketplace simplifies this process by providing a platform where sellers can list their products, handle transactions, and even manage shipping through Amazon’s Fulfillment by Amazon (FBA) service.

FBA, in particular, has been a game-changer for many small and medium-sized businesses. It allows sellers to store their products in Amazon’s warehouses, where Amazon takes care of packing, shipping, and even customer service. This service not only reduces the logistical burden on sellers but also ensures that their products are eligible for Amazon Prime, which can significantly boost sales.

Global Reach

The global reach of Amazon Marketplace is another significant advantage for sellers. With Amazon’s presence in numerous countries, sellers can tap into international markets with relative ease. Amazon’s Global Selling program enables sellers to list their products in multiple countries, allowing them to expand their customer base far beyond their home market. This global reach is particularly beneficial for small businesses that may not have the resources to enter international markets independently.

Data and Analytics

Amazon provides sellers with valuable data and analytics tools that can help them optimize their listings and marketing strategies. Through the Seller Central dashboard, sellers have access to detailed reports on sales, customer behavior, and advertising performance. This data-driven approach allows sellers to make informed decisions about pricing, inventory management, and advertising, ultimately leading to better business outcomes.

Challenges for Sellers

However, selling on Amazon is not without its challenges. The competition on the platform is fierce, with millions of sellers vying for the attention of customers. To stand out, sellers must invest in optimizing their product listings, managing reviews, and running targeted advertising campaigns. Additionally, Amazon’s fee structure, which includes referral fees, FBA fees, and other charges, can eat into sellers’ profit margins, especially for those selling low-margin products.

Moreover, Amazon’s control over the marketplace means that sellers are subject to its policies and regulations. This can be a double-edged sword; while Amazon’s strict guidelines help maintain a level of quality and trust on the platform, they can also be restrictive for sellers. Policy changes, such as adjustments to fee structures or new regulations regarding product listings, can have a significant impact on sellers’ businesses.

Shaping Consumer Behavior: Convenience and Choice

The Amazon Marketplace has not only empowered sellers but also transformed consumer behavior in profound ways. The platform has become synonymous with convenience, choice, and competitive pricing, which are key drivers of consumer decisions.

Convenience and Speed

One of the most significant impacts of Amazon on consumer behavior is the expectation of convenience and speed. Amazon’s streamlined shopping experience, coupled with services like Amazon Prime, has set a new standard for online shopping. Consumers now expect fast, often same-day, delivery, easy returns, and a seamless shopping experience across devices. This has raised the bar for other e-commerce platforms and even brick-and-mortar stores, which have had to adapt to meet these heightened expectations.

The convenience offered by Amazon extends beyond just delivery speed. Features like one-click purchasing, personalized recommendations, and a user-friendly mobile app have made shopping on Amazon almost effortless. This ease of use has contributed to the platform becoming the go-to destination for many consumers, particularly for everyday purchases.

Broad Product Selection

Amazon’s vast selection of products is another factor that has shaped consumer behavior. The marketplace offers a seemingly endless array of products across virtually every category, from electronics to groceries. This extensive selection is possible because of the millions of third-party sellers who list their products on the platform, alongside Amazon’s own offerings.

This breadth of choice has shifted consumer expectations, leading to a preference for platforms that offer a wide variety of options. Consumers are now less willing to visit multiple websites or stores to find what they need, preferring the convenience of one-stop shopping. This trend has also put pressure on traditional retailers to expand their product offerings and improve their online shopping experiences.

Price Sensitivity and Competitive Pricing

Amazon’s pricing strategies have also influenced consumer behavior, making customers more price-sensitive. The platform’s dynamic pricing model, where prices can change frequently based on factors like demand and competition, encourages consumers to compare prices and seek out the best deals. Additionally, features like Amazon’s price tracking tools and the ability to view historical prices have made consumers more aware of price fluctuations and more likely to wait for discounts before making a purchase.

This increased price sensitivity has impacted the broader retail landscape, forcing competitors to adopt more aggressive pricing strategies to stay competitive. It has also led to the rise of price comparison tools and apps, further empowering consumers to find the best deals.

The Role of Reviews and Ratings

Amazon’s review system is another key factor influencing consumer behavior. Customer reviews and ratings have become a critical component of the decision-making process for many shoppers. Positive reviews can significantly boost a product’s visibility and sales, while negative reviews can deter potential buyers. This has led to a culture where consumers rely heavily on the experiences of others to guide their purchasing decisions.

The importance of reviews has also created a new challenge for sellers, who must actively manage their reputation on the platform. This has given rise to practices like review solicitation and even, unfortunately, fake reviews. However, Amazon has taken steps to combat these practices, implementing stricter policies and algorithms to detect and remove fraudulent reviews.

Conclusion

The Amazon Marketplace has had a profound impact on both sellers and consumers, reshaping the e-commerce landscape in the process. By empowering sellers with access to a global customer base, powerful data tools, and logistical support, Amazon has lowered the barriers to entry for businesses of all sizes. At the same time, the platform has transformed consumer behavior, setting new standards for convenience, choice, and pricing.

As Amazon continues to evolve, its influence on the global economy and consumer culture will likely only grow. For sellers, the challenge will be to navigate the complexities of the platform and find ways to stand out in an increasingly crowded marketplace. For consumers, the Amazon Marketplace will continue to be a driving force behind the expectations and behaviors that define the future of shopping.