Amazon’s newest feature is judging you harder than your mother ever could.
The e-commerce giant just dropped what it’s calling Amazon’s About You — essentially a showcase of your personality based on previous purchases, conversations with Alexa for shopping, any written product reviews and more.
Technically, the retailer has been offering personalized shopping recs for years, using algorithms to push products it thinks you will like. Today, it does the same thing but on a bigger scale.
“We aim to make every experience feel like it was designed especially for you, whether you are trying to find the perfect outfit, a book you’ll love, or your next dinner idea,” Amazon said in a recent press release.
This time, the popular commerce site has created an editable section for shoppers — which some folks are calling a personal dossier — where all of your habits and likes are displayed for you. The move is supposed to offer an even more comprehensive list of recommendations based on you.
While the online retail behemoth said these lists can be changed and edited based on what your current preferences are to make more accurate suggestions — users are racing to check out what its original compilation thinks of them.
One Threads user shared her interesting about me section, which included Amazon noting that she has a “flat buttocks.”
“I stumbled upon a page of assumptions that Amazon has made about me based on my purchases and I’m literally speechless,” the Threads user wrote. “I mean it ain’t wrong but damn did you have to call me out like that?”
While some dossiers are unintentionally calling customers out, others are quite accurate.
An X user revealed theirs, where the company “obsessed with ultra minimal one-bag travel” and “favors Anker for charging solutions,” to which the user said that’s true.
Another X user posted theirs, which revealed they “made a one-time specialty cheese exploration,” to which the person wrote on the post — “guilty.”
To check yours out, it just takes a few clicks and can be found in the app, mobile web, and desktop.
On mobile, head to the Me tab, click on your name, and tap About You. On desktop, hover over your name above Account & Lists at the top right — you can either click your name or Who’s shopping? Select a profile.
Then click on About You — if you dare.
