Personalization is the process of providing personalizing results to the user. People are generally confused with web search personalization and web personalization. Let me tell you, both of these two terms are come under personalization, but are different.
Web search personalization is the process of providing personalizing results to the user for his submitted query. Example: Search engines like Google, Bing, Yahoo, etc.While in web personalization, the products or results are recommended to us by the website. Here we supposed or asked to submit any query for getting the results. Example: Amazon, Flipkart, etc;