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What is Amazon About You?
Amazon announced About You on May 13, 2026, as a place to view and edit personal details used to shape shopping recommendations. Amazon says the information can come from Alexa for Shopping conversations, product reviews you write, purchase history, saved Lists, and searches. You can add information, give feedback to update specific details, and remove information you do not want used for personalization. Amazon’s announcement illustrates the feature with examples such as pet-food preferences, gardening Lists, non-dairy shopping, and a sourdough schedule; those are company examples, not independent tests of how well recommendations work.
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Amazon’s broader Privacy Notice separately describes using personal information for recommendations and personalization, and lists searches, orders, Alexa interactions, Lists, and reviews among examples of collected information. That notice explains general data practices; it does not document the technical process behind each About You inference.
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Why are people talking about the profile?
Fast Company reported on October 6, 2026, that one user shared profile entries including “Prepared for a Bluey-themed 2nd birthday celebration,” “Probably owns a Shark vaccuum,” and “Has flat buttocks.” The report also relayed other users’ descriptions, including “husband has skinny legs,” “cusses when scared,” and an inferred preference for “brunettes with muscles.” These are user-reported examples quoted in a journalist’s account. They do not establish that Amazon verified the statements, that they are accurate, or that similar details appear in most shoppers’ profiles. Fast Company’s report described the page as grouping details under Product Preferences, Interests & Hobbies, and Home & Family.
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Fast Company described About You as being in beta after its May launch, and reported that shoppers could edit or delete details. It also reported an invitation to paste in a profile generated by another AI agent; that interface detail is reported by Fast Company, not confirmed in Amazon’s announcement, and should not be assumed to remain unchanged.
How to find and edit your About You profile
Amazon’s announcement gives these paths. Interface labels can change, so look for the current equivalent if yours differs.
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- Your favorite music and content – Play music, audiobooks, and podcasts from Amazon Music, Apple Music, Spotify and others or via Bluetooth throughout your home.
- Alexa is happy to help – Ask Alexa for weather updates and to set hands-free timers, get answers to your questions and even hear jokes. Need a few extra minutes in the morning? Just tap your Echo Dot to snooze your alarm.
- Keep your home comfortable – Control compatible smart home devices with your voice and routines triggered by built-in motion or indoor temperature sensors. Create routines to automatically turn on lights when you walk into a room, or start a fan if the inside temperature goes above your comfort zone.
- Do more with device pairing – Fill your home with music using compatible Echo devices in different rooms, or create a home theatre system with Fire TV.
- Say goodbye to drop-offs and buffering - With eero Built-in, Echo Dot doubles as a mesh wifi extender, adding up to 1,000 sq. ft. of wifi coverage to your existing eero network.
In the Amazon Shopping app
- Open the Amazon Shopping app and tap the Me tab.
- Tap your name.
- Choose About You.
- Review the listed details. Use the available controls to add information, give feedback, edit, or remove a detail you do not want used for personalization.
On desktop
- Hover over your name above Account & Lists.
- Click your name or Who’s shopping?, then select a profile.
- Choose About You and use the displayed controls to change or remove details.
On mobile web
Amazon says About You is also available on mobile web. The announcement does not give a separate mobile-web path, so use the account and profile labels shown on the site.
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About You edits are one layer of control, not a universal erase switch. Amazon’s announcement says you can remove details from the profile for personalization. It does not say that removing a displayed inference deletes every underlying source record, such as an order, search, or conversation.
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| Control | What it addresses | What it does not establish |
|---|---|---|
| About You edits or removals | Visible details Amazon says it uses for shopping personalization. Amazon’s feature announcement describes adding information, giving feedback, and removing details. | That all account data connected to an inference is deleted. |
| Store recommendations and browsing history | Separate recommendation and history controls described in Amazon’s Privacy Notice. | That About You details or all other personalization are erased. |
| Personalized advertising preferences | Advertising personalization preferences described in the Privacy Notice. | That store recommendations or other account personalization are turned off. |
| Access or deletion request | Requests available to the extent required by applicable law, as described in the Privacy Notice. | That every request is available in every location or that all information can always be deleted. |
Fast Company reported that users could not directly opt out of the About You feature. Amazon’s announcement describes editing and removing details, while its Privacy Notice lists other controls; neither establishes a universal About You opt-out toggle. If you want to reduce personalization, review the relevant settings separately rather than assuming one change covers them all.
Does About You make people spend more?
The sources reviewed do not establish that About You increases spending or causes financial harm. Amazon published a separate 2025 figure saying customers who used Rufus while shopping were over 60% more likely to make a purchase during that shopping trip. That is an Amazon-reported comparison about Rufus, the shopping assistant then known by that name—not About You—and is not independent evidence that About You changes spending. Amazon also said more than 250 million customers had used Rufus in 2025; that is not an About You adoption figure. Amazon’s Rufus article does not provide an About You adoption, accuracy, or spending statistic.
Rank #4
- Your favorite music and content – Play music, audiobooks, and podcasts from Amazon Music, Apple Music, Spotify and others or via Bluetooth throughout your home.
- Alexa is happy to help – Ask Alexa for weather updates and to set hands-free timers, get answers to your questions and even hear jokes. Need a few extra minutes in the morning? Just tap your Echo Dot to snooze your alarm.
- Keep your home comfortable – Control compatible smart home devices with your voice and routines triggered by built-in motion or indoor temperature sensors. Create routines to automatically turn on lights when you walk into a room, or start a fan if the inside temperature goes above your comfort zone.
- Do more with device pairing – Fill your home with music using compatible Echo devices in different rooms, or create a home theatre system with Fire TV.
- Say goodbye to drop-offs and buffering - With eero Built-in, Echo Dot doubles as a mesh wifi extender, adding up to 1,000 sq. ft. of wifi coverage to your existing eero network.
What Amazon has not explained
Public materials cited here do not establish the precise model, thresholds, weighting, retention period, or source attribution used to generate each About You sentence. The user-shared examples have not been independently verified, and the available reporting does not show how common similar entries are. Amazon’s general Privacy Notice describes information categories and purposes, not the technical mechanics of each inference. The evidence therefore does not support claims that the profile is always accurate, that it reflects a particular kind of secret surveillance, or that it has a measured effect on users’ wallets.
Amazon describes Alexa for Shopping as carrying preferences and past interactions across devices. Rajiv Mehta, Amazon vice president of Conversational Shopping, said: “Alexa for Shopping is like having an expert personal shopper who already knows you and remembers your preferences, your past purchases, and your conversations, and carries that knowledge and understanding of you across your phone, laptop, and Echo devices,” Amazon’s Alexa for Shopping announcement presents that as the company’s description of the service, not an independent assessment of its accuracy or impact.
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Amazon’s Privacy Notice says, in a section describing its stated sharing practices, “We are not in the business of selling our customers’ personal information to others.” That statement should be read in that context; it is not a claim that Amazon never shares personal information. See the Privacy Notice for its explanation of those practices.
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