Amazon's 'About You' feature reveals surprisingly personal shopper profiles

Amazon's 'About You' feature, designed to help users manage the data used for personalized shopping recommendations, has gone viral after shoppers discovered it contains oddly specific and sometimes blunt assessments of their personal lives. Users on social media have shared screenshots showing that Amazon's algorithms have inferred intimate details, ranging from body characteristics and household hierarchies to specific habits like using a phone in the shower. While Amazon states this data is aggregated from purchase history, search queries, and Alexa interactions to improve product relevance, the blunt nature of these profiles has sparked privacy concerns. The feature allows users to review, edit, or remove these data points. To access their profile, users can navigate to the 'Me' tab in the Amazon mobile app or check their account settings on the desktop site to see what the retailer has inferred about them.