Amazon reveals 81 personal profile details in new About You feature

Amazon has released a new feature called About You that displays a personality profile built from customer shopping habits, searches, and interactions with its AI assistant. The company introduced the tool in May 2026, and it has recently gained attention as shoppers share screenshots of the detailed descriptions generated by the system.

The feature aggregates data from purchase history, product reviews, saved lists, and conversations with Alexa for Shopping. According to Amazon, the goal is to improve the relevance of shopping recommendations. However, the transparency of the profiles has raised questions about how much information a retailer should retain and how much control customers have over that data.

Shoppers have reported a wide range of accuracy in their profiles. Some users found precise descriptions of their interests, such as a preference for minimalist travel gear or specific charging products. Others encountered bizarre or incorrect assumptions. One user discovered a description of "flat buttocks" in her profile, while another was identified as a "fifty-year-old man." Additional shared examples included claims that a user "has no friends" or "cannot keep real plants alive."

The reporter found 81 distinct results in their own profile, including notes on a preference for dark chocolate and professional audio equipment. The most surprising entry involved a claim that the reporter's mother had stayed at a hotel with another person and had a negative experience. This incident highlights how the algorithm can link purchase data to specific individuals and generate detailed personal narratives that may not be entirely accurate.

Amazon states that customers can review and edit their About You profiles through the Shopping app, mobile website, or desktop site. Users can correct preferences, provide feedback, or remove information they do not want used for personalization. However, removing a detail from the profile does not necessarily erase the original purchase, search, or conversation from Amazon's broader systems. The company has not established that deleting an entry permanently removes all underlying data, as transaction records may be retained for operational or legal reasons.

To manage privacy, Amazon advises users to also review their browsing history and Alexa privacy settings. Deleting voice recordings and removing shopping preferences are separate actions. While About You allows users to stop certain recommendations from being generated based on past activity, it does not prevent the creation of new profiles based on future shopping behavior. The feature remains one component of Amazon's wider personalization ecosystem.