Amazon’s About You feature gives shoppers a view of preferences the company has inferred from their activity. Introduced in May 2026, the feature has recently drawn attention as users post screenshots of profiles they consider accurate, amusing or wrong. The company says the information helps tailor shopping recommendations.
Amazon says About You can draw on purchase history, product reviews, saved Lists, searches and conversations with Alexa for Shopping. The feature builds on the retailer’s longstanding use of shopping data to suggest related products, but presents some of its inferred preferences as descriptions of the customer.
Examples in the source material illustrate how varied those descriptions can be. Some shoppers reportedly found profiles reflecting interests they recognized, such as minimalist travel or particular charging products. Others encountered unexpected labels, including a claim about a shopper’s age and gender or a description of a one-time specialty cheese purchase. The examples were shared by individual users; they do not establish how common any particular type of profile entry is.
The article’s author said their profile contained 81 entries, including preferences related to movies, audio equipment, chocolate, swimming and flowers. The author also described an entry involving their mother and a hotel stay, which they said was surprising. That account is a personal example, not evidence that all profiles contain information about other people.
The feature’s inferences may not reflect enduring interests. A purchase could be a gift, a temporary need or a one-off experiment rather than a sign of a shopper’s habits. A search or conversation with the shopping assistant may also contribute to recommendations. As a result, a profile can make a limited signal appear more definitive than it is.
Amazon provides About You through its shopping app and its mobile and desktop websites. According to the source, users can review displayed preferences, submit feedback, edit some details or remove them from personalization. The available editing controls may vary by entry or account. Shoppers who cannot locate the feature in the app may need to try another route through Amazon’s site or app.
Removing a preference from About You should not be understood as deleting every record that informed it. The source distinguishes personalization controls from the underlying purchase, search or voice activity. A transaction, for example, may remain associated with an account even if the shopper stops Amazon from using it as a recommendation signal. The article also says Amazon may retain some transaction records for operational or legal reasons, and does not establish that removing displayed details erases all related information.
The source recommends reviewing other controls as well, including browsing history and recommendation settings. People who use Alexa for Shopping can ask what preferences the assistant knows about them, and can review Alexa privacy settings and voice history. Deleting voice recordings and removing shopping preferences are separate actions, according to the material.
About You is only one part of Amazon’s personalization system. Changing a listed preference may affect how that information is used for recommendations, but it does not guarantee that future activity will not generate new inferences. The feature therefore offers a way to inspect and manage some displayed assumptions, while leaving broader questions about data retention and personalization beyond what the profile itself answers.
