Updated

Updated · Fox News · Oct 16

Amazon's About You Page Exposes 81-Point Shopper Profiles, Sparking Privacy Debate

Updated

Updated · Fox News · Oct 16

Amazon's About You Page Exposes 81-Point Shopper Profiles, Sparking Privacy Debate

Q: What innocent, one-time purchase secretly triggered Amazon's AI to label you with bizarre and deeply personal psychological traits?

The trigger appears to have been an ordinary clothing purchase — specifically, a pair of “butt scrunch leggings.” That detail emerged after a shopper discovered Amazon’s “About You” profile had labeled her as having “flat buttocks.” In social media posts and follow-up coverage, she said the likely basis for the label was that earlier leggings purchase. The episode has become the best-known example of how Amazon’s system can turn a single, innocent order into a deeply personal inference. The broader concern is that Amazon’s profiling does not just reflect what people buy; it interprets those purchases as signals about identity, habits, or appearance. Reporting on the feature shows that one-off buys, gifts, and curiosity searches can all be treated as lasting traits. That is why a simple apparel order could lead the system to generate a body-related description that many users found invasive or bizarre. Amazon says “About You” is built from purchase history, searches, saved lists, reviews, browsing activity, and Alexa for Shopping interactions to improve recommendations. Users can inspect and edit the profile, but Amazon has not said that deleting a profile entry erases the underlying data that produced it. So in this case, the innocent one-time purchase most widely linked to the bizarre label was a pair of butt-enhancing leggings — a routine shopping choice that Amazon’s AI seemingly translated into a personal physical judgment.

2 articles · Updated · Fox News · Oct 16

Amazon's About You feature is drawing fresh scrutiny after shoppers shared profiles that turn purchases, searches, reviews, Lists and Alexa shopping chats into detailed personal inferences.
81 entries appeared in one reviewed profile, spanning diet, hobbies and family; some users found the descriptions accurate, while others reported odd labels such as "flat buttocks," "has no friends" or even the wrong gender.
Amazon says the page, launched in May 2026, is meant to improve recommendations and lets users review, edit or remove some inferred preferences through the app or website.
Those controls do not necessarily erase the underlying purchase, browsing or voice-history data, leaving broader questions about how much a retailer should infer and retain about customers.