Amazon builds shockingly specific customer profiles: 'Has flat buttocks,' 'cusses when scared'

Users discovered Amazon's 'About you' page, launched in beta this May, which generates assumptions about shoppers from their purchases, reviews and activity. Profiles include unexpected details like body shape and habits. The feature can't be turned off, but users can edit or delete the data.

• The 'About you' page launched in beta in May 2026
• Profiles draw on purchases, reviews and activity, including Alexa
• Users can't opt out but can edit or delete assumptions
• Amazon lets users import data from third-party AI agents