AMAZON’S About You page is a visible slice of the data Amazon uses to tailor its shopping recommendations. The page aggregates signals from your purchase history, searches, Lists, product reviews you’ve written, and even conversations with Alexa for Shopping. The resulting profile is organised into categories such as Home and Family, Interests and Hobbies, Brands, and Product Preferences, with some entries reflecting straightforward shopping choices and others implying broader inferences about how you live.
The feature is pitched as a helpful way to see and refine what informs recommendations, and About You is designed to make the underlying assumptions more visible.
The article notes a real-world example reported by Dexerto, where a shopper found a description like “has flat buttocks” linked to a past purchase of butt-enhancing leggings, illustrating how purchases can be interpreted in surprising ways. It also explains how to check what Amazon thinks about you: via Account & Lists > Account > Ordering and shopping preferences > Your Shopping preferences > Manage your information; or in the mobile app under You > Account > Account Settings > Shopping preferences > About You.
To remove an entry, you select the category, choose Remove, and confirm. The piece raises questions about what removal really does—whether it deletes data from servers or merely hides it—and notes there is no master opt-out from About You. In short, the profile’s visibility allows challenge and correction, but meaningful privacy control remains limited to per-entry deletions rather than a comprehensive opt-out.