The ability to obscure past purchases on a major online retail platform allows users to maintain privacy regarding their spending habits and acquired goods. For example, an individual might choose to conceal a gift purchase to prevent the recipient from discovering it prematurely.
This functionality offers several benefits, including the preservation of surprise, the protection of sensitive information regarding health-related or personal items, and the avoidance of unwanted targeted advertising based on purchase history. Historically, the demand for such features has grown with increasing concerns about data privacy and personalized marketing tactics.