Amazon’s About You page shows shoppers the inferences behind recommendations and lets them edit or remove each item. Amazon launched the feature on 13 May, and the page has drawn attention after people shared surprising entries on Threads. Its contents come from several kinds of shopping activity, including searches, reviews and Alexa for Shopping conversations.
How did the profile begin?
Amazon launched About You on 13 May as a page where customers can review details inferred from their activity. The feature is intended to inform product recommendations, according to Amazon’s description at launch. Shoppers can view the individual inferences and change them by editing or removing an item.
The profile draws on purchase history, searches, saved lists and product reviews, as well as conversations with Alexa for Shopping. That mix means the displayed details reflect activity across different parts of the shopping experience. Amazon also provides a direct question shoppers can ask Alexa for Shopping: “What do you know about me?”
What has happened since launch?
The page attracted wider attention after a Threads user posted an inference about herself, as Business Insider reported. Other people then shared their own profiles, including entries that made personal-sounding claims about habits or relationships. The examples circulated in posts and reporting from Threads, Business Insider, The Verge and Reddit.
The reports also show that the inferences vary in accuracy and specificity. Business Insider staff checking their own pages found an entry that misstated an editor’s partner’s name. The Verge’s Emma Roth described her entries about aquariums, coffee and video games as accurate, while characterising many entries as generic.
Where can shoppers review it?
About You is available through Shopping preferences in account settings, on the app, mobile web and desktop. The page presents each inferred item for review, with an option to edit or remove it. This gives shoppers a way to correct a displayed detail, although the source material does not explain how changes affect recommendations.
Amazon said at launch that understanding preferences supports relevant recommendations. That statement describes the company’s rationale for the feature, while the displayed profile lets customers see some of the assumptions behind that process. The available reporting does not detail how Amazon weighs each source of activity or how long a correction takes to appear.
The next step for shoppers is to inspect About You in their account settings and change any item they consider inaccurate. It remains unclear from the available information whether edits alter future recommendations immediately. Amazon’s page and any further explanation from the company will clarify how these inferences are maintained. The reported examples show why checking the profile may matter to customers concerned about what their activity suggests.