Amazon’s new ‘About You’ page raises user concerns

The new ‘About You’ page on Amazon has sparked worry among users, prompting reactions from the panel on ‘Outnumbered.’ The discussion revolved around the implications of Amazon’s data tracking, with a particular focus on a viral post highlighting the issue.

Amazon now provides a glimpse into the personality profile it has developed based on users’ shopping behaviors—what they buy, search for, and even the interactions with the Alexa shopping assistant. When I checked my own profile, I was surprised to discover 81 results, one of which mentioned my mother. Some details were helpful, while others made me question how Amazon derived those insights.

Shoppers have begun sharing their profiles on social media, revealing a mix of amusing and often inaccurate descriptions. While Amazon claims that this feature enhances shopping recommendations, it raises important questions about privacy. How much does a retailer really need to know about you? And how much control do we actually have over our personal information?

Understanding Amazon’s About You

Launched in May 2026, the About You feature has recently gained attention as users showcase their profiles online. For years, Amazon has tailored its recommendations; for instance, if you buy a coffee maker, you’re likely to see suggestions for coffee filters. But now, it’s taken personalization a step further, revealing the company’s assumptions about individual interests and preferences.

This feature aggregates data from various sources, including purchase history, product reviews, and saved items. Even interactions with Alexa can sway the insights Amazon gathers. For instance, a customer who frequently buys dairy-free milk may receive tailored suggestions for similar products. Yet, it’s also possible for Amazon to make assumptions based on a few isolated purchases, which can get uncomfortable.

User reactions to the About You feature

Some users are posting screenshots of their Amazon profiles, leading to results that are sometimes hilariously wrong or eerily precise. One user found Amazon had labeled her with “flat buttocks.” She expressed being taken aback by such an accurate yet awkward assessment. Another person saw their profile reflecting a keen interest in minimalist travel—a spot-on description. However, one individual learned that Amazon had recorded a “one-time specialty cheese exploration,” leading to a humorous acknowledgment: “guilty.” Users have also encountered descriptors like “has no friends” and even bizarrely being classified as a “fifty-year-old man.” It’s the kind of profiling that makes you wonder about Amazon’s understanding of you.

In my case, I found specific observations in my profile, such as my dislike for scary movies and my preference for dark chocolate. Even more surprisingly, Amazon noted details about my mother’s hotel experience, which was utterly unexpected. It’s concerning to think about how shopping can morph into detailed personal insights, not always accurate, especially when gifts for others come into play.

Why Amazon has detailed knowledge of your habits

Every interaction with Amazon contributes to building your profile. A product search can hint at your interests, while an actual purchase provides stronger indicators. The AI shopping assistant also collects data from your commands. For example, if you tell Alexa what flavor of cat food your pet prefers, Amazon will likely use that to influence future product recommendations.

This practice can certainly enhance relevance in suggestions. Yet, it’s worth noting that a single purchase may not represent a long-term preference; for instance, buying an unusual gift for a relative could skew Amazon’s understanding of your interests. Some purchases could even expose sensitive personal information, which adds a layer of concern if your profile inadvertently reflects unwanted details.

Accessing your Amazon profile

You can view your About You section through the Amazon Shopping app, mobile site, or the desktop version. It’s quite straightforward to check what information Amazon has accumulated about you and make any necessary edits.

How to view your About You profile on mobile

• Open the Amazon Shopping app or go to Amazon.com.
• Log into your account.
• Tap on the Me tab.
• Select your name.
• Click on About You.
• Review the collected details related to your preferences.

If you can’t find About You following those steps, try this:

• Tap You or the person icon in the app.
• Go to Account.
• Look under Account Settings for Shopping preferences.
• Tap About You.
• Select Manage your information if that option is available.

How to access your About You profile on desktop

• Visit Amazon.com and log in.
• Hover over your name at the top-right corner.
• Click your name or select Who’s shopping? to choose your profile.
• Select About You.
• Review the displayed information in your profile.

Removing personal information from About You

If you frequently use Amazon, it’s wise to spend time going through your About You section. You can correct preferences and even remove information that you prefer not to have associated with your profile.

To review and delete unwanted preferences

• Access About You using the steps mentioned earlier.
• Select a category to check the details Amazon has recorded.
• Identify any entries you want to delete.
• Select Remove for that entry.
• Confirm by selecting Remove again when prompted.
• Repeat for other entries as needed.

If you prefer to correct an entry rather than remove it, look for an edit option and follow the prompts to save your changes. Keep in mind that while removing a detail changes how Amazon personalizes for you, it doesn’t completely erase the original information from their systems.

Reducing Amazon’s data usage for recommendations

Editing your About You profile can be an effective initial step. However, it’s also crucial to review the activities that influence Amazon’s recommendations.

Removing items from browsing history

Amazon allows you to manage your browsing history, which can help limit recommendations based on what you’ve previously viewed.

• Log in to Amazon.com.
• Access Browsing History from your account.
• Review products you’ve looked at recently.
• Select Remove from view for items you don’t want shown in your browsing history.
• For additional settings, select Manage history.

Just remember, removing something from the browsing history doesn’t necessarily mean it’s gone from Amazon’s records entirely.

Adjusting shopping recommendations

Amazon also provides methods for managing how recommendations are shaped by your past purchases.

• Log into your account.
• Go to Amazon’s recommendation preferences help page.
• Access your recommendation settings via the provided links.
• Review past purchases or activities influencing your recommendations.
• Choose to exclude items from recommendations as applicable.

This is particularly useful if you’ve bought gifts or unrelated products.

Reviewing Alexa shopping interactions

If you’re an avid Alexa for Shopping user, be mindful of what you disclose during interactions. Amazon can remember the details you share, which may shape future experiences. To see what details Alexa has retained, you can ask, “What do you know about me?” You can then utilize About You to correct any unwanted aspects. For more privacy, you should also review your Alexa settings and voice history.

Can you fully delete your Amazon shopping profile?

While Amazon allows for the editing of preferences and the management of recommendations, it hasn’t confirmed that removing all visible entries from About You erases all associated data. For instance, your purchase history might still be linked to your account even after you remove items from recommendations. It’s important to note that Amazon retains certain transaction records for various reasons. Moreover, About You is just one component of Amazon’s broader system for personalization. Adjusting what you see doesn’t stop future recommendations from being generated.

Final thoughts

Personally, I find Amazon’s recommendations quite intriguing. However, discovering 81 personal insights in my profile caught me off guard. Some were oddly accurate, while others—like the detail about my mother—left me puzzled. It’s great to have the option to review and edit my information, but I still wish there was more transparency regarding the handling of that data afterward. I suggest you take a moment to explore your own About You profile. You might be surprised by what Amazon believes it knows about you.

What about you? Are you comfortable with Amazon building a personality profile based on your shopping behavior, or has this kind of personalization gone too far? Share your thoughts at CyberGuy.com.