It is not unexpected that Amazon gathers data regarding consumers based on their purchasing habits. For instance, if an individual frequently buys cat litter, Amazon may deduce that they own cats; similarly, if someone purchases numerous anti-acne products, the company might conclude that they are susceptible to breakouts. While it is widely understood that Amazon tailors shopping experiences according to purchase history, it can still be startling to see these personal insights presented in a straightforward list, particularly when such information becomes uncomfortably personal.
A Threads user recently discovered a section within her Amazon settings that reveals the assumptions the retail giant has made about her. Alongside more innocuous inferences such as “Shops from women’s departments” and “Probably owns a Shark robot vacuum,” she was taken aback to find that Amazon presumed she “has flat buttocks.” “I stumbled upon a page of assumptions that Amazon has made about me based on my purchases and I’m literally speechless,” shared the Amazon customer, @fangirlinmegan, on Threads. “I mean it ain’t wrong but damn did you have to call me out like that?” Within a day, the post attracted over a million views, with many users eager to discover what their own Amazon profiles might disclose.
To access this information, desktop users can hover over the greeting that says “Hello, [your name]” in the upper right corner. Next, they should click on “Account” located under the “Your Account” section. Within the “Ordering and shopping preferences” category, users should select “Your Shopping preferences.” Here, they can input personal details such as shoe size, interests, and dietary restrictions. However, the aim is not to advise Amazon against selling beef jerky to vegetarians, but rather to investigate whether Amazon believes one has “flat buttocks.” At the bottom of the page, there is a blue hyperlinked option labeled “Manage your information.” Clicking this will reveal the insights Amazon has gathered.
For mobile app users, the process begins by tapping the hamburger icon on the bottom menu bar, followed by navigating to Account > Shopping preferences > About you. In my case, Amazon has determined that I “practice photography,” “play collectible card games,” and am “invested in the Apple ecosystem.” All of these assessments are accurate. Amazon has even complimented me by stating that I “read diverse non-fiction,” to which I respond—indeed, I am an open-minded intellectual with a thirst for knowledge. Thank you for noticing.
Other colleagues have found that Amazon accurately recognized their interests in vinyl records and ceramics, as well as a preference for “natural materials” in home decor and clothing that “prioritizes comfort.” While none of us encountered anything as provocative as “has flat buttocks,” the Threads user suggested that this assumption likely stemmed from her purchase of “butt scrunch leggings.” Technology companies possess an alarming amount of information about us, and it can be unsettling to realize the extent of their scrutiny regarding our interactions with their platforms. We inhabit a landscape of pervasive surveillance, yet at least I can take comfort in knowing that Amazon does not perceive my physique as lacking.
