Amazon About You feature compiles personality profiles from shopping history
Amazon About You. Amazon has introduced an ‘About You’ feature that compiles user shopping habits, searches, and Alexa interactions into a personality profile. While some users find the inferred preferences amusing or accurate, others have raised privacy concerns and shared ina
Amazon’s “About You” feature displays a personality profile built from a user’s shopping history, product reviews, saved lists, searches, and conversations with Alexa for Shopping. Introduced in May 2026, the feature gained widespread attention as shoppers shared screenshots of their profiles on social media.
Depending on the user, the generated descriptions range from accurate preferences to unusual or inaccurate conclusions. One Threads user shared an unexpected description generated by the platform.
I stumbled upon a page of assumptions that Amazon has made about me based on my purchases and I'm literally speechless
Another user discovered a reference regarding a family member that caught them off guard during a personal review of the feature.
According to Amazon, the tool aims to improve shopping recommendations by organizing details into categories like diet, hobbies, and family. However, individual purchases or short-lived interests can lead algorithms to form awkward or incorrect assumptions.
Users can access the “About You” section through the Amazon Shopping app, mobile website, or desktop website to review and remove unwanted preferences. Removing a detail alters how Amazon uses that preference for personalization, though the company has not established that doing so permanently deletes all underlying purchase or search records. Additional privacy controls, including browsing history management, recommendation settings, and Alexa privacy options, remain available for users wishing to further limit data used for suggestions.
