Amazon Lets Shoppers See Personal Assumptions Based on Their Purchases

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Amazon users have discovered a section in their account settings where the company lists inferred personal traits derived from their shopping habits, including intimate and surprising assumptions such as body shape.

Amazon collects extensive data about customers based on their purchase histories to personalize shopping experiences. While many shoppers expect some level of profiling—such as Amazon assuming cat ownership from cat litter purchases or acne issues from skincare product buys—the extent and intimacy of these personal inferences can be surprising. A notable case shared on Threads by a user known as @fangirlinmegan revealed that Amazon had inferred she "has flat buttocks" due to her purchase of "butt scrunch leggings." This revelation sparked widespread curiosity, prompting many Amazon customers to explore their own inferred profiles.

To access these assumptions, users on desktop can hover over their account name in the upper right corner, select "Account," then under "Ordering and shopping preferences," click "Your Shopping preferences." Scrolling down to "Manage your information" reveals Amazon's list of inferred traits and interests. Mobile app users can navigate through the hamburger menu to "Account," then "Shopping preferences," and finally "About you" to see similar data.

Other users found Amazon's inferences accurately reflected their hobbies and preferences, such as interests in photography, collectible card games, vinyl records, ceramics, and preferences for natural materials and comfortable clothing. Some appreciated Amazon’s acknowledgment of diverse non-fiction reading habits.

This feature exposes the depth of data surveillance Amazon practices, highlighting how closely companies monitor user behavior to create detailed customer profiles. While some inferences may be flattering or accurate, others can feel personal or uncomfortable. The transparency, however, offers consumers a glimpse into the profile Amazon maintains behind their shopping account and raises important questions about privacy and personal data use in e-commerce.

As digital surveillance grows more pervasive, Amazon’s publicly accessible list of inferred traits represents both a move toward transparency and a reminder of the intimate data companies hold. It remains to be seen if Amazon or other retailers will offer customers more control or choice over how such personal data is used or displayed in the future.