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‘Has flat buttocks,’ ‘cusses when scared’: Amazon keeps shockingly specific customer profiles. Here’s how to find yours

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‘Has flat buttocks,’ ‘cusses when scared’: Amazon keeps shockingly specific customer profiles. Here’s how to find yours

That’s the question that brought one Amazon customer to social media, where she shared the discovery that left her “literally speechless.” 

According to Threads user Megan Montgomery, she “stumbled upon a page of assumptions that Amazon has made,” which included statements based on her shopping habits. That included the details of events she’d hosted (“Prepared for a Bluey-themed 2nd birthday celebration”), products she’d purchased (“Probably owns a Shark vaccuum”), and—most shockingly—the shape of her body (“Has flat buttocks”).

Montgomery had accidentally opened Amazon’s “About you” page, which is currently in beta after launching this May. The page uses data from customers’ activity to generate details about them in categories like Product Preferences, Interests & Hobbies, and Home & Family, which Amazon then uses to personalize users’ product experiences.

In Montgomery’s comments, other users shared the strangest assumptions Amazon had made about them. One user shared that it said their “husband has skinny legs.” Another’s account listed “cusses when scared” under their interests and hobbies. A third user’s account assumed that they like “brunettes with muscles,” much to their confusion.

Though many social media users are just discovering the feature, others have been discussing it since launch. On Reddit, one user complained that their “About you” page had seemingly pulled data from reviews they’d left. “I was absolutely stunned to see it saves these details I had put in my review and more,” they wrote. “Honestly, it seriously creeps me out.”

Though some shoppers seemed shocked to learn Amazon was pulling information from their reviews, that’s only the tip of the iceberg of Amazon’s personal data collection.


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