Amazon About You: How to Find Your Secret Shopping Profile

We all know that Amazon tracks our shopping habits to push targeted ads, but the Amazon About You feature is taking data transparency to a new, sometimes hilarious level. Recent viral posts on social media have shown that the retail giant is building surprisingly detailed—and occasionally brutal—profiles of its users based on their purchasing history.

What Is the Amazon About You Feature?

Rolled out earlier this year, Amazon About You is a section within your account settings that aggregates the data Amazon has inferred about your lifestyle, personality, and preferences. While intended to help with marketing, it has inadvertently become a mirror for users, reflecting everything from their reading habits to their physical insecurities.

Users across platforms like Threads and Reddit have been shocked to find notes such as:

• Inferences about physical traits or body types.
• Personal behavioral observations, such as difficulty trusting others.
• Observations on health and wellness, including sleep patterns or dietary restrictions.

How to Check Your Own Profile

If you want to see what the algorithm has decided about your life, you can easily navigate to the feature. It is a revealing look at how corporate data collection works in practice.

On Desktop

Hover over ‘Hello, [Your Name]’ in the top navigation bar, select ‘Account,’ navigate to ‘Ordering and shopping preferences,’ click ‘Your Shopping preferences,’ and look for ‘Manage your information’ under ‘About you.’

On Mobile

Tap the menu icon in the bottom bar, select ‘Account,’ tap ‘Shopping preferences,’ and then select ‘About you.’

Should You Be Concerned?

For most, these profiles are a mix of useful product recommendations and odd, slightly unsettling observations. However, it raises a larger question about how much data we unknowingly feed into retail giants. While some users might find it funny to be labeled a ‘brain genius’ because they buy classic literature, others may find the specific inferences regarding health and trust issues to be a bridge too far into their personal lives.

The Amazon About You feature proves that the digital footprint you leave behind is far more detailed than just a list of items added to your cart; it is a behavioral map that companies are constantly redrawing.

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