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It shouldn’t come as a surprise that Amazon collects data about you based on what you buy. And now, you can get a direct look at what the company has concluded from all that activity.
Amazon’s “About You” page, currently in beta after launching this May, uses data from customers’ activity to generate details about them in categories like Product Preferences, Interests & Hobbies, and Home & Family. Amazon uses those details to personalize the shopping experience. Here’s how to navigate and personalize your “About You” page in your Amazon account.
What Amazon thinks it knows about you
The results can be oddly specific. My editor-in-chief, Jordan Calhoun, shared his page, which includes these entries:
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“Likely has 2 adults”
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“Owns a PlayStation 5 console”
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“Prioritizes plant-based meat alternatives over traditional options”
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“Subscribes to multiple streaming services continually”
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“Owns a large dog”
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“Likely has a cat”
Full disclosure: I try to never use Amazon personally. I pretty much exclusively use it to round up deals for you, my dear reader. That being said, here’s what Amazon thinks it knows about me: “Values durable travel gear,” “prefers athletic and casual clothing styles,” “practices yoga regularly,” and “listens to music frequently.”
What counts as data
In its Privacy Notice, Amazon lists every activity that provides user data to the company. That includes the obvious, like searching for items and placing orders. It also includes actions you may not realize are being tracked, like interacting with Alexa Voice Service, participating in discussion boards, or linking an Amazon account to a third-party business.
How to view your own “About you” page
On desktop:
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Hover over where Amazon says “Hello, [your name]” in the upper right corner.
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Under the “Your Account” section, click “Account.”
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Under the “Ordering and shopping preferences” section, click “Your Shopping preferences.”
From here, you can add information of your own, like your shoe size, interests, and dietary preferences. Scroll to the bottom of the page, and you’ll see a blue hyperlinked option that says, “Manage your information.” Click it, and you’ll see what dirt Amazon has on you.
On the mobile app:
Tap the hamburger icon in the bottom menu bar, then go to Account > Shopping preferences > About you.
You can edit it, but not opt out
Shoppers can’t directly opt out of the “About you” feature. They can, however, customize the data by adding details they want Amazon to know and deleting assumptions they consider inaccurate or too personal.
Importing data from other AI chatbots
On the “About you” page, customers also have the option to “make Amazon even more personal to you” by importing personal data they’ve shared with other AI agents. Amazon provides a prompt for you to feed to your chatbot to generate a shopping profile, then asks you to copy the bot’s response and paste it back into Amazon.
Whether that’s worth doing is up to you. Given how much Amazon already infers from your browsing and buying, handing over a profile from another AI service is a choice worth thinking through. Either way, taking a few minutes to review your page and delete anything inaccurate or too personal is a simple way to see and shape what Amazon knows about you.
This articles is written by : Nermeen Nabil Khear Abdelmalak
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