Amazon creates detailed, personalized customer profiles by leveraging a vast amount of data from purchases, searches, and reviews. However, a feature introduced in May 2026, called "About You," has brought to light the unexpected and often awkward accuracy—or inaccuracy—of these algorithmic conclusions.
Viral Descriptions and Personal Insights
The discussion surrounding the topic was ignited by posts on Threads, where users shared the conclusions the platform has formed about them. In one case that garnered millions of views, a customer discovered that Amazon described her as having "flat buttocks." Other users faced even blunter assessments, such as "having no friends," "being unable to keep plants alive," or using their phone in the shower to read books on Kindle.
How Data is Aggregated
According to Amazon, this feature aims to enhance the shopping experience through personalization. The system draws information from:
- Purchase history and product searches.
- Reviews and saved lists.
- Conversations with Alexa for Shopping.
This data allows the platform to predict needs, such as pet food recommendations or gardening tools, based on user behavior. However, the use of AI to analyze these elements often leads to conclusions that touch upon very personal aspects of consumers' lives.
Managing and Deleting Information
Amazon allows users to access the "About You" profile through their account settings (Shopping Preferences). There, consumers can correct inaccurate details or remove assessments they do not want used for shopping recommendations. It is important to note, however, that removing a conclusion does not necessarily mean the automatic deletion of the original purchase or search history from which the assessment was derived.
The Broader Data Issue
Amazon's case highlights a general trend in e-commerce, where companies like McDonald’s collect data to predict even the frequency of customer visits. Despite the humorous tone of many social media posts, serious questions are being raised about transparency and the depth of information digital giants hold regarding individuals' private lives.
