Key information
Amazon's 'About You' feature, which launched in May, provides users with a glimpse into the data the company collects regarding their shopping habits and personal preferences. While intended to refine marketing, the tool has gained recent attention for generating surprisingly blunt or inaccurate observations about its users.
The feature analyzes purchase history to create descriptive profiles. For instance, one user was told they had "flat buttocks," while others received notes about their sleep quality or trust issues. The system often draws literal conclusions from purchase data; comic artist Alec Robbins noted the system assumed his name was "Shingo" after he bought books titled 'My Name Is Shingo'.
The accuracy of these profiles remains inconsistent. PC Gamer staff reported mixed results, ranging from accurate observations about reading habits to incorrect claims, such as a writer being labeled a camper despite not having gone since age 11. Another writer was described as "probably" owning microwave ovens, a conclusion drawn from his history of purchasing two units.
Users can access these insights through their account settings. On desktop, the information is located under 'Ordering and shopping preferences' within the 'Your Shopping preferences' menu. Mobile users can find the 'About you' section by navigating through the account menu icon.
