Amazon's 'About You' feature reveals personal inferences about shoppers, including sensitive traits

Amazon has introduced an 'About You' feature that lets customers see the personal profile the company has built about them based on their shopping activity. The feature, in beta since May 2026, recently went viral after users shared surprising and sometimes sensitive inferences, such as 'has flat buttocks' or 'has a bad father.' Amazon says the profiles are used to personalize recommendations, but privacy advocates have raised concerns. Users can access the page through their account settings and can remove information. The feature has sparked discussion about data collection and profiling by tech companies.