Amazon ‘About You’ Profiles: Discover Yours Today

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Amazon serves as your go-to resource for a variety of products, from vacuum cleaners to the latest novels. Recently, it has also generated a stir with its unsolicited insights about user profiles.

Shoppers are sharing their experiences with Amazon’s “About You” feature, which allows users to view and modify the data that personalizes their shopping journey. The insights shared range from standard preferences to surprisingly detailed characterizations of personal traits, relationships, and behaviors.

This feature, which was launched in May, gained significant attention following a viral post on Threads on October 5. Many users are now curious about Amazon’s perceptions of them, leading to amusing and sometimes harsh revelations.

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“I came across a page filled with assumptions Amazon made about me based on my purchases, and I’m honestly speechless,” shared Threads user @fangirlinmegan in her October 5 post. She highlighted a specific note where Amazon stated she “has flat buttocks” under her Product Preferences.

Other users joined the conversation, posting their own profiles. One user’s profile read “has a husband” and humorously noted, “husband has skinny legs.” Another profile humorously asserted, “Has cats,” followed by “treats cats as biological children,” and then “has husband.” This certainly paints a revealing picture of household dynamics.

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One particularly amusing observation noted that a user “Uses phone in the shower to read Kindle books.”

“I mean yes but what the heck,” responded the user.

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What Sources Does Amazon Use for Personalization?

Amazon states that its personalization strategies are based on an array of data points, including your purchase history, search activity, saved lists, product reviews, and interactions with Alexa for Shopping. The company emphasizes that understanding user preferences is essential for delivering relevant and high-quality product recommendations.

The examples Amazon provides are much less controversial than the viral screenshots circulating online. For instance, purchasing almond milk might lead to additional recommendations for other dairy alternatives, while discussing your cat’s diet may result in suggestions for related pet products.

The About You feature allows users to examine and modify the data that drives these suggestions. Amazon encourages users to update their information, provide feedback, or remove any details they prefer not to share for personalization purposes.

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How Can You Access Your Amazon ‘About You’ Profile?

Amazon provides the following steps to access your profile:

For mobile users: Open the Amazon Shopping app or the mobile site, navigate to the Me tab, select your name, and tap About You.
For desktop users: Hover over your name above Account & Lists, then select your name or click on Who’s shopping? Choose your profile and click About You.

You can also engage Alexa for Shopping by asking, “What do you know about me?” Once you access your profile, take the opportunity to review the details and modify or remove any information you wish to exclude from influencing your recommendations. At least the emotional fallout comes with the perk of free two-day shipping!