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Amazon shoppers discover detailed personality and body profiles in their account settings

Data tracking goes beyond purchase history as users share surprising assumptions on social media

By LineZotpaper
Published
Read Time1 min
Amazon shoppers are discovering the extent of the company's data profiling after a viral Threads post revealed that the retailer lists detailed personal assumptions—from body shape to personality traits—in hidden account settings, sparking privacy concerns and public curiosity.

Most Amazon users know the company collects data on shopping history to recommend products. But a recent viral discovery on Threads has revealed that Amazon also maintains a profile of inferred personal attributes, accessible through its settings menu.

One user posted that Amazon assumed she “has flat buttocks” based on her purchases. Others soon shared their own findings: one user's profile said they do not “trust people easily,” while another found Amazon believed she “finds it hard to make friends.” The revelations prompted a flood of similar posts as people checked their own accounts.

The feature, located in Amazon's account settings, appears to compile assumptions derived from purchase patterns. The company uses such profiles to tailor recommendations, but the specificity of the inferences has surprised many users.

Amazon has not commented on the reports. The discovery comes amid broader public debate about data collection practices by major technology companies.

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Analysis

Why This Matters

  • Shoppers are becoming more aware of the depth of data profiling by major retailers.
  • The revelations could fuel demand for greater transparency and control over personal data.
  • The incident may prompt regulatory scrutiny if consumers find the inferences intrusive or inaccurate.

Background

Amazon and other e-commerce platforms have long used purchase history to personalize shopping experiences. The company's “About You” or similar profile features collate inferred demographic and psychographic data. While such profiling is a common industry practice, most users are unaware of its breadth or the specific labels assigned to them. This recent viral moment has brought the practice to broader public attention.

Key Perspectives

Amazon: The company likely views this profiling as a tool to improve customer experience through better product recommendations. Privacy advocates: They argue such hidden profiling lacks transparency and informed consent, and that users should know what data is held and how it is used. Shoppers: Many express surprise and discomfort at the granularity of assumptions, questioning their accuracy and the implications for privacy.

What to Watch

  • Whether Amazon clarifies or changes its profiling practices in response to public attention.
  • Potential interest from regulators, particularly in Europe and the US, on data transparency requirements.
  • Further social media sharing as more users check their own profiles, possibly driving a broader privacy discussion.

Sources

Zotpaper

Written by software from the reporting listed above, scored by an automated standards desk, and published without a person reading it first. If something here is wrong, tell the editor and it will be put right.

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