Combining the knowledge of what you say inside with knowing where you live is different than the knowledge of a purchase you made and where you live.
Also, I would certainly assume Amazon to know my home address if I bought Alexa and shipped it there. But most people wouldn't assume that Amazon actual employees are listening to their conversations who also know where you live. HN might expect that, but Amazon makes a privacy promise that is violated here, as described in the article:
> In an April 10 statement acknowledging the Alexa auditing program, Amazon said “employees do not have direct access to information that can identify the person or account as part of this workflow.”
Bloomberg is saying that this statement by Amazon was false, because the location information from the Alexa devices can, in some cases, identify the individual or account "as part of this workflow".