Amazon’s “About You” Page Reveals How Much the Company Infers From Your Shopping Habits

Amazon has a page buried in its account settings that shows customers exactly what the company believes it knows about them, based on their purchases — and some of the conclusions are surprising enough that shoppers are now passing the discovery around online.

The feature, called “About You,” launched in May 2026 and quietly mines a customer’s shopping activity to build a profile of their interests, preferences, hobbies and other personal attributes. It drew little notice until shoppers began posting what the page had concluded about them.

One post, from a Threads user who goes by fangirlinmegan, spread quickly after she found that Amazon’s page stated she “has flat buttocks.” She wrote, “I stumbled upon a page of assumptions that Amazon has made about me based on my purchases and I’m literally speechless.” The post reportedly drew more than a million views in under a day.

She didn’t dispute Amazon’s conclusion so much as the bluntness of it. “I mean it ain’t wrong but damn did you have to call me out like that?” she wrote, adding that she suspected the algorithm had drawn its inference from an earlier purchase of “butt scrunch leggings.”

Amazon says the data behind these profiles comes from a customer’s shopping activity and is meant to personalize their experience and improve product recommendations. The page can also reflect information users enter themselves, including interests, dietary preferences and sizing details. The company allows customers to review what has been collected about them and delete it.

How to check your own profile

Shoppers can look up their own “About You” page through their Amazon account settings. The results can be especially revealing — or confusing — for accounts shared among family members, since purchases from relatives feed into the same profile.

The episode is a reminder of how much everyday purchasing data companies like Amazon quietly compile and interpret, often without customers realizing a profile exists until they go looking for it.