Log into your Amazon account, open a HIDDEN page most people never knew existed, and you might find that the company has quietly concluded you have “small toes” that your husband has “skinny legs,” or that you “don’t know what truffle is supposed to taste like.” They are real entries from a secret AI dossier Amazon has been building on millions of shoppers, and people are only now stumbling onto it.
The feature is called “ABOUT YOU,” it quietly rolled out in May 2026, and it uses generative AI to assemble a psychological and physical portrait of you from far more than your purchases. It reads the text of product reviews you wrote years ago, logs your searches and wish lists, and even draws on your voice conversations with Alexa. One woman’s screenshot of her profile hit over a million views in a day, and the floodgates opened.
In this deep dive I show you exactly where to find your own hidden profile, the surprising sources Amazon pulls from, why anyone who shops for a parent, a spouse, and a child ends up with the most scrambled file on the platform, and the catch almost everyone gets wrong: why clicking “delete” here does almost nothing to erase the data Amazon actually keeps on you.
WHAT YOU’LL LEARN
– Exactly where to find your Amazon “About You” profile on the app, web, and desktop
– How the system turned a pair of shaping leggings into “has flat buttocks”
– The hidden data pipeline: reviews, searches, wish lists, and Alexa voice chats
– Why removing an entry does not erase the underlying data Amazon stores
– Practical steps to limit what Amazon collects and tighten your privacy settings
CHAPTERS
0:00 The secret dossier Amazon built on you
2:44 Meet “About You,” Amazon’s AI profile
3:04 The three pillars of the system
3:49 The “flat buttocks” entry that went viral, explained
5:40 Skinny legs, shower reading, and small toes
7:00 The hidden data pipeline: Alexa and your old reviews
10:40 The family shopper dilemma
13:30 The digital Frankenstein of three generations
14:40 Where to find your own profile, step by step
16:20 Why clicking “delete” does almost nothing
19:10 How to tighten your privacy settings
20:40 The bottom line: convenience vs. surveillance
FREQUENTLY ASKED QUESTIONS
What is Amazon’s “About You” feature? It is an AI-powered page, launched in May 2026, that shows the assumptions Amazon has inferred about you from your shopping activity. It can include observations about your interests, household, habits, and even your body, and some of them are blunt or wildly inaccurate.
How do I find my Amazon “About You” profile? On desktop, go to Amazon.com, click “Account & Lists,” then look for “About You” under your ordering and shopping preferences. In the app, go to Account, then Shopping preferences, then About You.
Where does Amazon get this information? According to Amazon, the inferences come from your purchase history, searches, saved and wish lists, the text of your product reviews, and your conversations with Alexa for Shopping.
Can I delete or turn off my Amazon profile? You can review and remove individual entries so they are not used for future recommendations, but reports indicate you cannot fully turn the feature off, and editing the page does not erase the underlying data Amazon stores about your activity.
Why is my profile so weird or inaccurate? If several family members shop on one account, the AI blends everyone’s purchases into a single contradictory profile, which is why household accounts often look especially strange.
SOURCES & REFERENCES
1) Reporting on Amazon’s “About You” feature and the viral reactions (Business Insider, Yahoo Tech, AOL, Dexerto).
2) The Threads post by Megan Montgomery (@FangirlinMegan) and other shopper screenshots.
3) Amazon’s description of the data sources behind About You (purchases, searches, lists, reviews, and Alexa for Shopping).
4) Amazon help documentation on reviewing and removing shopping preferences.
If this helped you see what Amazon has built on you, please like the video and share it with one person, especially someone who shops for their family or an aging parent. Then go check your own profile. Tell me in the comments: what is the strangest thing Amazon decided about you?
ABOUT
Neal K. Shah is a Johns Hopkins- and NIH-funded caregiving researcher and CEO of CareYaya, and has helped thousands of families navigate aging, dementia, and serious illness. This channel breaks down the news affecting families and caregivers.
DISCLAIMER: Educational and commentary only; reflects my analysis and opinion as a researcher. Not legal, financial, or technical advice. Amazon and Alexa are trademarks of their owner; this video is not affiliated with or endorsed by Amazon.
#Amazon #Privacy #ArtificialIntelligence #DataPrivacy
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I tried following your directions on my home pc and website refuses to open that page.
Edit: As soon as I hover over the rectangle that has my Account, the website throws me halfway down the page! 🤔
I hardly ever give reviews but I do ask Alexa questions about the product I am looking at, and that is how Amazon collect data on you. It show I have a Cricut maker 3, owns blending brushes, and that I make cards, Maintains steady consumption of nutritional supplements, Actively baking bread, including sourdough, Owns cast iron skillets. I could go on and on, but you get the picture. They collect information when you chat with Alexa.
Mine said that I read fiction regularly. Actually, I do not. I purchased a few books on Amazon over the years. I'm lucky if I can get in even an hour each week to read.
I had to ask Google a i how to find Amazon About You.
I went to that area on Amazon
It’s all true what he’s saying.
Ok now I can’t shop at Amazon. AI is running us out of everywhere. 😮
I found no "about you" anywhere. I did find a whole bunch of data that you can request summaries of. Frankly I don't care I think it's just funny. Life is too short to worry about some artificial intelligence thinking I have a flat butt.
how do you find out
they sent me a shirt in the WRONG size!! Not the size I ordered!! 😡 when I asked, whats the problem, I was told bc the item was under or over sized, they chose the size THEY thought I needed! it didn't fit!! BUT, they assumed it was for me! i could've been buying for someone else! bc I live so far from an Amazon drop off I didn't make it in time. so, I paid for an item im stuck with! really Amazon??!!
I looked at mine. There was nothing personal. Everything was related to what I purchased, but there were zero editorial comments. No comments about my body or anything.
I believe when you shop at the physical store, your credit card transaction and the "member" number (usually your phohne number) that they ask for are tools of surveillance. So don't join the "club" and pay cash for as much as you can. There's no surveillance with cash if you don't put that "member of the club" number in. Also, more and. more individual stores are offering free shipping with quick delivery so we don't have to rely on Amazon so much anymore.
Mine doesn't have anything on me. Probably bc I don't use Alexa or any of the AI stuff.
That’s why I order Magnum condoms
I'm too complicated for AI to try and make up anything about me 🤣I buy just about everything from a m a z o n for multiple family members and animals , from ages 26 to 71, with completely different lives . All they really had on me was I like Purina dog food and my town only because it's my shipping address. They can do what they want with it ,who cares. There really wasn't 1 piece of identifying info about me or family I purchase for 🤣Oh, and I don't write reviews and rarely read them . Most of the times reviews done by customers are hideous, like the ones for duvet covers and people complain that it's too thin and why does it have a zipper , it's a fricken duvet cover , NOT A QUILT !!!
There isn't much on my page, but I also don't use Alexa.
It shows that I follwer the author Barbara O'Neill and that I have pets.
I can live with that.
Well, what does thst tell us? Support other online sh9s, Stop feeding their data center.
Support the little stores in your area if there sre any left.
How about we just delete our accounts and buy in p person with cash instead of funding our future oppression? Just a thought.
Privacy has been an illusion for many years. We’ve just been lied to, like we have about so, so much else.
I don't like what Amazon is doing, but let's be honest. Calling it invasive, when some of the information comes from reviews, is a bit much. I mean, I wrote that stuff in my review. If it's private, I wouldn't have stated it in a review. Listening devices are invasive. Cameras are invasive. What I write in a public review is not invasive.
I stopped Alexa on my kindle because it this. I read mostly on my kindle
Thank you for this. Crazy. Creepy. Good to know. More confirmation that those Alexa/Echo things are a bad idea!
My about me list was pretty boring and accurate, although I'm not sure how it got my height and weight.
I honestly prefer not to help them by giving them any information I don’t need to. I’d rather them be outrageously wrong, but do think we all need to be fighting for our privacy
Yikes. Wonder what it thinks of me from my purchase. 😮
This is why sole reliance of AI is dangerous most of the information is incorrect
Look up who was Bezos grandfather 🤯
I looked mine up it was sweet. It knows I have my grandpa’s old handkerchief. It knows I buy golf
Balls for dad. It knows I have 7 different massage devices, a foot massager, a massage recliner, a facial massager neck massagers and lumbar chair massager and a car seat massager 😂lol and am into working out and nutrition, prefer spring water and organic fruit and have sand in the corner of my
Home😂 lol… I should be getting more suggestions of sand vacuum devices.
You have been God's great blessing to so many of us and to the public, Mr. Neal K. Shah. I've been thanking God for you. Thank you. God bless you and your family more and more.
Temu does this, but US Gov doesn't bat an eye because China!
Use their system to create a NEW PERSON.
They are the evil of all evils.
WHO is making these idiotic decisions?This is crazier than Nazism!
I went to mine. It was accurate and boring, just recalling past purchase inspired info.
No more Amazon shopping how am I gonna get my things I guess I have to go somewhere else because I can’t figure this one out it’s too bad and this is a comment that I’m doing right now and I’m doing it on YouTube and seems to me we’re gonna have to stop all of this stuff
Go back and edit or delete your reviews
I believe in dirty data – i'd rather they thought i was the wacky Frankenstein – they can make all the wrong assumptions they want w/ bits of truth here n there – i know who i am; tho they have defined me in their world; my reality is none of their business and they don't define me in my reality / world
They say "Is OCD about temperature." Two years ago I bought a set of six mini thermometers.
I've been buying books from Amazon since they started in the 90s, and yet all it said about my interests is that I cook with specialty ingredients (I don't) and brew coffee. After buying hundreds of books I was afraid it'd have a full psychological profile, but apparently it knows very little about me and my interests or hobbies. It did get right that I "likely buy natural or organic ingredients."
I'm not sure where it got the idea that I have a 2 yr old child. Maybe because many years ago I was going to design and sell baby bandana bibs, so I had bought some for reference. But during the years I purchased other items for myself and the house (art supplies, clothes, household items, gifts, etc.), yet somehow it decided to focus on a one- time purchase of bibs and couldn't come up with any interests despites hundreds of books purchased.
I have to say, it's inability to profile me makes me rather happy. 😅
I’m Canadian. I checked my Canadian Amazon account t and did not find “about you” anywhere. I tried your different ways of finding this, there was nothing. We have some very restrictive privacy laws here! Which is good, I guess!
I checked my Amazon USA account, I found the list Amazon made about me. It was quite innocent. lol.