The profile that users create for themselves, the information exchange they take part in, the pages they view, the comments they make, the groups they join, the videos they watch and the links they access, all generate heaps of data that can be analyzed to create a detailed individual character profile.
Amazon built X-Ray using its expertise in language processing and machine learning, access to significant storage and computing resources with Amazon S3 and EC2, and a deep library of book and character information.