How will Amazon use the user profiles?

Actually many are speculating about Amazons motives for the deal. In my opinion a main factor for their decision to acquire dpreview.com must be the data they gain now. All data collected in dpreview’s database (forums per se, poster’s histories, clicks etc.) I’d expect to be much more valuable for them than e.g. the advertising potential.

Honestly, I’m curious about how they will use these data to their benefit. Like matching ads on the site to the user profiles - posting in Nikon forum will result in Nikon’s ads, posting in Lightening forum will result into showing ads of Profoto, Hensel etc. This is just my speculation of course

What are your thoughts to what is possible by using the information accumulated in the past and future at this very place?
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regards, eric