Amazon's 'About You' feature is revealing bizarre customer profiles

The feature, introduced by the retail giant in May to refine personalized recommendations, has recently faced intense scrutiny after users began sharing screenshots of their generated profiles. One shopper reported finding the label "has flat buttocks" attached to her account, while others discovered observations about their family members’ physical appearance or the specific ways they interact with their pets. These insights are drawn from a broad net of data, including search queries, saved lists, product reviews, and conversations with Alexa for Shopping.

While Amazon maintains that understanding these preferences is essential for delivering relevant product suggestions, the gap between the company’s intent and the reality of these "roasts" has left many users stunned. The company provides a mechanism for shoppers to inspect and delete this data within the "Me" tab on the mobile app or by selecting their profile name on the desktop site. Users can also query Alexa directly by asking, "What do you know about me?" to locate their profile and strip away any unwanted or inaccurate assumptions.