Amazon's 'About You' tool reveals quirky shopper profiles, sparking online buzz

Amazon introduced the 'About You' customer dossier earlier this year as part of its AI-driven shopping initiative, allowing shoppers to view the data-driven profile the company creates about them. The profile draws on purchase history, search queries, saved lists, product reviews and conversations with Alexa for Shopping, and is accessible through the Shopping app, mobile web or desktop. Users can edit or delete any inferred detail, and many have shared screenshots on Threads and Reddit, noting both insightful and oddly personal remarks like presumed marital status or shower-reading habits.

Social media users find the revelations entertaining, while some reporters discovered a blend of correct preferences and mistaken information. The tool is intended to give customers clearer insight into how recommendations are formed and to let them shape the algorithmic output.