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Online Safety & Privacy Good to Know

Amazon's Hidden 'About You' Profile Knows a Lot About You—Here's How to Check and Remove It

Published October 16, 2026

Amazon keeps a detailed profile of your interests, habits, and even assumptions about your life based on what you buy and search. Here is how to see what it knows and remove what you don't want there.

What happened

Amazon's 'About You' page, introduced in May 2026, shows customers the personal details Amazon uses to shape their shopping recommendations. The profile is built from your purchase history, searches, saved lists, product reviews, and Alexa shopping conversations, and is grouped into categories like 'Home and Family,' 'Interests and Hobbies,' 'Brands,' and 'Product Preferences.' Some entries make assumptions about how you live that go well beyond shopping preferences. One shopper reported her profile included the phrase 'has flat buttocks,' likely inferred from a purchase of 'butt scrunch leggings.' Amazon lets you view and remove individual entries, but there is no master opt-out, and the company has not explained whether removing an entry deletes the underlying data or only hides it from your view.

Who is affected

Anyone who shops on Amazon, especially older adults who may be unaware of how much the company infers from their purchases and searches.

Why it matters

Privacy matters for everyone. Older adults are often targeted with tailored marketing and can be uncomfortable learning a retailer has built a detailed picture of their life, body, or home from everyday purchases. A purchase might be a gift or research for someone else, but Amazon treats it as a personal signal. Knowing this profile exists, and that you can review and remove entries, gives you more control over how your information is used.

Practical steps to take

  1. 1On a computer: Hover over your name near 'Account & Lists' (top right), select Account, find 'Ordering and shopping preferences,' then choose 'Your Shopping preferences.' Scroll to the bottom and select 'Manage your information.'
  2. 2In the Amazon app: Tap 'You' at the bottom, then Account > Account Settings > Shopping preferences > About You.
  3. 3Review each category to see what Amazon has listed about you.
  4. 4To remove an entry, select it and tap or click 'Remove,' then confirm. You don't have to give a reason.
  5. 5Check back periodically, since Amazon can add new assumptions as you keep shopping.

Important dates

No deadline—this is an ongoing privacy setting you can review anytime.

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