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Amazon’s new About You feature gives shoppers a place to review and manage details used to personalize recommendations. That has produced some striking screenshots: one reported profile described a user as having “flat buttocks,” while other shoppers have shared inferences that were simply off the mark. The examples may feel like Amazon is roasting people, but they are anecdotes—not evidence that the feature is designed to insult customers or that its inferences are consistently accurate.
What is Amazon’s About You feature?
Amazon announced About You on May 13, 2026, as a profile for viewing and managing information used to personalize the shopping experience. Amazon says customers can share preferences, give feedback to update details, and remove information they do not want used for personalization.
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Amazon says its personalization may draw on several kinds of shopping information:
- Conversations with Alexa for Shopping
- Product reviews a customer has written
- Purchase history
- Items saved to Lists
- Searches
Amazon’s examples of how those signals might be used are practical: a conversation about a cat’s preferred foods could shape cat-treat recommendations; gardening tools or seeds on a List could lead to suggestions for soil nutrition or companion plants; and repeated purchases of non-dairy milk could inform recommendations for other non-dairy products. These are Amazon’s illustrations of intended personalization, not independent evidence that every suggestion will be relevant.
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Why are people saying Amazon is “roasting” them?
On October 8, 2026, PC Gamer reported that screenshots of unusual About You inferences were circulating online. The outlet’s staff examples show why a profile detail should be read as an inference rather than a definitive account of someone’s life: one writer said his profile suggested he occasionally camped, though he had last camped at age 11; another writer’s microwave-related inference was linked by colleagues to two historical purchases. These are newsroom anecdotes, not a test across Amazon accounts.
We Got This Covered reported a user screenshot containing the phrase “has flat buttocks,” alongside other public examples and reactions. That wording is a description shown in a reported screenshot; it should not be mistaken for Amazon’s general judgment of customers or a verified conclusion about the person pictured.
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The gap between a profile’s inference and a shopper’s own understanding of their habits can be funny, awkward, or simply wrong. The cited reports do not provide a representative sample, measured accuracy rate, or statistic on how often About You produces unusual inferences. Amazon’s announcement explains the kinds of information used for personalization, but not how a particular profile statement was generated or which specific activity prompted it.
How do I find my Amazon About You profile?
Amazon’s May 2026 announcement gives these access routes. Labels and paths can change, and the exact screens may vary by account or app version.
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In the Amazon Shopping app
- Open the Me tab.
- Tap your name.
- Tap About You.
On desktop
- Hover over your name beside Account & Lists.
- Select your name or Who’s shopping?.
- Choose a profile, then select About You.
Amazon also says About You is available on mobile web, though its announcement does not give a separate mobile-web navigation path.
What can I change or remove?
Amazon says customers can edit details they want to update and remove information they do not want used for personalization. The feature is presented as a way to keep shopping preferences current as interests and circumstances change. If a profile detail looks inaccurate or no longer applies, review the available feedback, edit, or removal controls on the About You page.
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“What does Amazon know about me?”
Amazon says customers can ask Alexa for Shopping, “What do you know about me?” to review information conversationally. Amazon describes Alexa for Shopping across its app and website as well as Echo Show, so an Echo Show is not required for that route. Amazon’s separate Alexa for Shopping announcement describes U.S. customer availability for the assistant; that statement does not establish a country-by-country availability map for About You itself.
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