Amazon’s New Feature Reviews Your Shopping Habits

Amazon has introduced an intriguing new feature that some might say is judging you even more than a parent could.

The retail giant has launched what it’s calling “Amazon’s About You,” which essentially acts like a showcase of your shopping personality. It includes insights based on your past purchases, interactions with Alexa for shopping, written product reviews, and more.

While the company has long used algorithms to suggest personalized shopping recommendations, it’s now presenting this concept in an expanded format.

According to a recent press release from Amazon, “We aim to make every experience feel like it was designed especially for you, whether you are trying to find the perfect outfit, a book you’ll love, or your next dinner idea.”

This update creates a customizable section for shoppers, often referred to as a personal dossier, where your unique shopping habits and preferences are displayed. The goal seems to be providing even more tailored recommendations that resonate with your specific tastes.

The retailer assures customers that these profiles can be modified according to current preferences, enhancing the accuracy of future suggestions. Naturally, users are eager to delve into what Amazon’s initial assessment of them reveals.

One user shared her eye-opening experience on Threads, where Amazon noted she has a “flat buttocks.”

She commented, “I stumbled upon a page of assumptions that Amazon has made about me based on my purchases and I’m literally speechless. I mean, it isn’t wrong, but did you really have to call me out like that?”

Some profiles have unintentionally highlighted user quirks, while others hit the nail on the head. Another user on X pointed out that her profile described her as “obsessed with ultra minimal one-bag travel” and preferring Anker for charging solutions, which she confirmed was accurate.

Another X user admitted to the profile’s observation that they “made a one-time specialty cheese exploration,” to which they playfully responded, “guilty.”

Curious shoppers can easily find their own profiles by navigating a few clicks in the app, on mobile web, or desktop.

For mobile users, it’s as simple as going to the Me tab, selecting your name, and tapping on About You. For desktop users, hover over your name in the top right corner under Account & Lists, then choose either your name or Who’s shopping? to select a profile.

Then, brace yourself and click on About You, if you dare.