Amazon may have formed some surprisingly personal opinions about you based on what you buy, search for and save online. Its 'About You' feature lets shoppers review details associated with their profiles and remove information they no longer want used to personalise their shopping experience.
Introduced in May 2026, Amazon About You attracted renewed attention in October after shoppers began sharing unusually specific and sometimes inaccurate assumptions displayed in their profiles.
The reactions raised a question for anyone who regularly shops online: what can Amazon infer from your purchases, and how much control do you have over those conclusions?
The Amazon About You page is available through the Shopping app, mobile website and desktop site.
Here is how to find your profile, review its contents and manage details you would rather Amazon did not use for personalisation.
How to See Amazon About You on the App
The Amazon About You app experience may vary depending on your device, account and version of the Amazon Shopping app. If the feature is available on your account, follow these steps to look for it:
- Open the Amazon Shopping app and sign in.
- Tap the profile or account section.
- Look for your personal shopping profile or the 'About You' option.
- Open the page and review the details displayed.
- Check the available categories to see which preferences or assumptions are associated with your account.
If you cannot find the feature, check the account menu and shopping preferences. Menu names and navigation routes may change, and the feature may not appear in the same place for every customer.
Once you find your profile, review the information carefully. An assumption based on shopping activity does not necessarily reflect your actual interests, circumstances or identity.
How to Find Amazon About You on the Website
You can also look for the Amazon About You website experience through a desktop browser.
- Visit Amazon's website and sign in to your account.
- Open the account menu.
- Look for your shopping profile, personalisation options or the 'About You' section.
- Open the feature if it is available.
- Review the information Amazon displays about your shopping preferences.
If the option is not immediately visible, check the shopping preferences and account settings available on your version of Amazon.
The Amazon About You profile is intended to help customers manage certain information used for personalisation. It should not be treated as a complete list of every piece of personal data Amazon holds.
How to Delete Amazon About You Details
If Amazon has associated an inaccurate or overly personal detail with your account, you can review the entry and use the available controls to change or remove it.
- Open your Amazon About You profile.
- Select an individual detail you want to review.
- Check the options available for that entry.
- Choose the relevant edit, feedback or removal option.
- Follow the on-screen instructions to save your changes or confirm removal.
You can repeat the process for other entries you no longer want used for personalisation.
Amazon also lets customers add information they want reflected in their shopping preferences. However, you do not have to add more personal information simply because the option is available.
Removing a detail changes how Amazon uses that information for personalisation. It does not necessarily delete the purchase, search, review or Alexa conversation that contributed to the original inference.
What Amazon Assumes About You From Your Shopping Data
What Amazon assumes about you can depend on the information and activity used to personalise your experience.
For example, repeated purchases of gardening products might suggest an interest in gardening. Buying a particular type of food could be interpreted as a preference, while browsing and purchasing related products may influence future recommendations.
But shopping activity does not always tell the full story. A customer might buy a product as a gift, purchase something for a relative or order an item for a one-off project.
That means an apparent preference is not necessarily a confirmed fact about the person behind the account.
This is what makes the Amazon About You feature interesting to consumers. It offers a glimpse into some of the information used to personalise shopping, while reminding customers that automated assumptions can be incomplete or wrong.
Can Alexa Tell You What Amazon Knows About You?
Amazon says customers can ask Alexa for Shopping, 'What do you know about me?' to review preferences associated with their shopping activity.
The response can provide another way to explore the information Amazon uses to personalise recommendations. For a fuller review, visit the About You page and use the available controls to update or remove individual details.
Keep in mind that the information Alexa provides is not necessarily a complete inventory of all the personal data Amazon holds.
Do Amazon Personalisation Settings Let You Control These Assumptions?
Amazon personalisation settings can help customers manage aspects of their shopping experience, but different controls may serve different purposes.
The 'About You' feature focuses on reviewing and managing certain profile details. Other settings may relate to recommendations, browsing activity, advertising preferences or other aspects of the account.
If you want to change how Amazon personalises your experience, review the controls available in your account and check what each one actually changes.
Removing an individual assumption may affect how that detail is used, but it does not guarantee that Amazon will never make a similar inference from future activity.
What Amazon Privacy Settings Can and Cannot Do
Amazon privacy settings are worth reviewing if your concern extends beyond the information shown in your 'About You' profile. The distinction matters because removing an assumption is not necessarily the same as requesting the deletion of personal information held by a company.
For example, deleting a profile entry does not automatically establish that the underlying purchase history, search activity or other records have also been erased. Amazon may retain certain information for purposes explained in its privacy notices and subject to applicable laws.
If you want to exercise data rights, consult Amazon's privacy notice and the account controls available in your region. Depending on your circumstances and applicable law, you may have additional options for accessing or requesting the deletion of personal information.
The key point is to understand what each control does before relying on it to remove data.
Why It Is Worth Checking Your Amazon About You Profile
Reviewing your profile takes the focus beyond personalised product recommendations and towards the assumptions that can shape an online shopping experience.
It is worth checking whether the information reflects your current preferences, whether purchases made for other people could have been misinterpreted and whether you are comfortable with the details being used for personalisation.
The Amazon About You page is a useful starting point for customers who want more visibility into their shopping profile. It is not, however, a complete account of everything Amazon knows or a guarantee that removing an entry will erase its underlying data.
For shoppers who want to understand how their online activity influences the recommendations they see, reviewing the profile is one practical step towards taking greater control of their shopping experience.
Frequently Asked Questions
- What is the Amazon About You feature?The Amazon About You feature allows users to review and manage personal information used for personalisation on Amazon.
- How can I access my Amazon About You profile?You can access your Amazon About You profile through the Amazon Shopping app or the website by navigating to your account settings.
- Can I delete information from my Amazon About You profile?Yes, you can review and remove certain details from your Amazon About You profile using the available controls.
- Does removing a detail from my profile delete the underlying data?No, removing a detail changes how Amazon uses that information for personalisation but does not necessarily delete the underlying data.
