Amazon’s “About You” Feature Reveals Surprising Insights
Amazon shoppers recently uncovered a peculiar section on the ecommerce platform that discloses how much the company thinks it understands about them — right down to physical attributes. This has sparked curiosity about how to view one’s own profile, including details drawn by the company.
According to reports, Amazon introduced its “About You” feature back in May 2026. This feature analyzes shopping behavior to create a customer profile filled with interests, preferences, hobbies, and personal information. For a while, this page went unnoticed until users began sharing the sometimes shocking insights Amazon has derived from their data.
A notable instance involved a Threads user named fangirlinmegan, who discovered that Amazon claimed she “has flat buttocks.” She shared her surprise, stating, “I stumbled upon a page of assumptions that Amazon has made about me based on my purchases and I’m literally speechless.” This post quickly garnered over a million views within a day.
While she didn’t refute the comment, she was taken aback by the way Amazon phrased it. “I mean it ain’t wrong but damn did you have to call me out like that?” she remarked, speculating that the algorithm might have inferred this from her purchase of “butt scrunch leggings.”
Amazon explains that the data used to build these profiles stems from user shopping activity, aiming to enhance shopping personalization and refine product recommendations. The “About You” section may also feature information customers willingly provide, such as interests, dietary choices, and sizing specifics. Users can review and delete the collected data if they wish.
To check what Amazon thinks about you, follow these steps:
On Amazon’s website:
- Hover over your name in the top right corner and select “Account” from the dropdown menu.
- Find “Ordering and shopping preferences,” which has various linked options.
- Choose “About You” from the list, typically the first option.
On Amazon’s mobile app:
- Tap the menu icon.
- Navigate to Account.
- Look for “About You,” although some users might need to click on “shopping preferences” first to access it.
The “About You” page might provide some laughs, especially if multiple family members use the same account. For example, Breitbart Tech editor Colin Madine found that his profile suggests he has a penchant for painting his nails, based on the amount of nail polish his daughter orders.
