Start with About You, Amazon’s profile-control page. In the Shopping app, mobile web, or desktop site, open your Amazon profile, choose the relevant shopper profile, and select About You. Review the details Amazon displays, then use its edit or feedback controls to correct a detail or remove one you do not want used for personalization.
That page is only one layer of Amazon’s personalization system. For a particular product, use Improve Your Recommendations; for viewed products, check Your Browsing History; and for voice activity, review Alexa Privacy separately. These controls address different records, so changing one does not erase every signal associated with your account.
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What Amazon’s “About You” page actually controls
About You is Amazon’s current route for reviewing inferred profile details. Amazon describes it as a place where you can share information, provide feedback on specific details, and remove information you do not want used for personalization. The page is intended to let you correct Amazon’s understanding of your interests rather than delete your entire account history.
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The profile can reflect several kinds of activity, including Alexa conversations about shopping, reviews you have written, purchases, saved Lists, and searches. A detail shown in About You is therefore an interpretation of activity, not necessarily a record you entered manually. Removing or correcting that detail changes the personalization input Amazon associates with the profile; it does not automatically delete the purchase, review, search, List entry, or voice record that helped produce it.
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Amazon can also use activity that is not represented in About You. Item-level recommendation settings, browsing history, Alexa records, and advertising preferences are managed in separate places. Treat About You as the profile-editing hub, not a universal “reset personalization” switch.
Open About You on desktop, mobile web, or in the Shopping app
Amazon’s labels can vary by marketplace, account type, profile, and interface updates. If a label is slightly different, look under your account name or shopper profile for About You.
Desktop website
- Sign in to the Amazon website.
- Hover over your name near Account & Lists.
- Select your name or Who’s shopping?, depending on the menu shown.
- Choose the shopper profile you want to review.
- Open About You.
Mobile website
- Sign in through your mobile browser.
- Open your account or profile area.
- Select the relevant shopper profile.
- Tap About You.
Shopping app
- Open the Amazon Shopping app and sign in.
- Tap the Me tab.
- Tap your name to open the profile selector.
- Choose the profile whose details you want to change.
- Tap About You.
If you cannot find the page, confirm that you are in the Shopping app rather than a separate Amazon service, and check that you selected the correct profile. Features may not appear identically in every country.
Review each detail and correct Amazon’s assumptions
Work through the details shown in About You one at a time. For an inaccurate detail, use the available edit or feedback control and provide the correction Amazon requests. If you do not want a detail used for personalization, choose the remove option when it is offered. Amazon says these updates can be made at any time.
Use precise corrections where possible. For example, if a household purchase caused Amazon to associate you with a hobby you do not practice, remove or correct that interest rather than trying to erase unrelated shopping activity. If a shared account contains multiple shoppers, make changes inside the profile that received the incorrect inference.
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About You is not an archive-management page. Editing a stated interest does not remove an authored review, cancel a List, delete an order, or wipe a search and voice history. Those records have their own controls, described below.
What the profile may be drawing on
| Activity Amazon identifies | What it can indicate | Where to act |
|---|---|---|
| Alexa for Shopping conversations | Products or categories mentioned in voice interactions | About You for an inferred detail; Alexa Privacy for recordings, transcripts, or typed requests |
| Authored reviews | Topics associated with products you reviewed | About You for the profile detail; manage the review separately if you want to change the source activity |
| Purchase history | Interests inferred from products bought | About You for a displayed detail; item-level recommendation controls for a specific purchase |
| Saved Lists | Products and categories you deliberately saved | About You for an inferred detail; edit the List itself for the underlying item |
| Searches | Short-term or recurring product interest | About You where the detail appears; review browsing and account activity separately |
Stop one product from influencing recommendations
If one purchase or item is distorting your recommendations, use Amazon’s Improve Your Recommendations page. This is more targeted than changing a broad profile detail.
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- Locate the product that should not influence future suggestions.
- Turn off Use this item for recommendations.
- Repeat for other items that are misleading, gifts bought for someone else, or products that no longer represent your interests.
This setting tells Amazon not to use the selected item as a recommendation signal. It does not necessarily remove the order from your purchase history, delete a review, or remove the product from a List. Keep those records if you need them for returns, receipts, or household management.
Amazon’s UK recommendations help page says recommendations can use purchased items, products customers said they own, and rated items. It also explains that Amazon compares a customer’s activity with the activity of other customers and that recommendations change as both your activity and other customers’ interests change. Consequently, a corrected item may stop contributing while other signals continue to shape the page.
Clean up products in Your Browsing History
Viewed products are handled separately from About You. Open Your Browsing History from your account or the browsing-history link on Amazon, then remove viewed items you do not want retained in that list. This is useful when a one-time search, gift hunt, or accidental click keeps resurfacing in recently viewed products.
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Removing an item from the visible browsing-history list is not the same as deleting every account record associated with a visit. Amazon’s privacy documentation presents browsing history and recommendation controls as separate tools, so use both when a viewed product is also affecting suggestions: remove it from browsing history and disable Use this item for recommendations if that option is available.
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- Check that you are signed into the intended Amazon profile.
- Remove the item from every relevant profile if a household shares an account.
- Review the item again in Improve Your Recommendations; browsing-history removal alone may not change recommendation inputs.
- Remember that recommendations can change as new searches, purchases, ratings, and other activity accumulate.
Review and delete Alexa shopping history separately
Alexa recordings, transcripts, and typed requests have their own privacy controls. In the Alexa app, open More > Alexa Privacy. You can also use Amazon’s Alexa Privacy Settings page through your Amazon account.
- Open the Alexa app and tap More.
- Choose Alexa Privacy.
- Open the review area for voice recordings, transcripts, or typed requests.
- Select individual records or a date range, then delete the records you no longer want retained.
- Review the automatic-deletion options and choose a retention period if you want future records removed on a schedule.
Deleting Alexa records can limit personalization or affect features that rely on interaction history. Amazon also warns that deletion may not remove every related record: other interaction data may remain, and de-identified data or information outside Amazon’s cloud may not be deleted by the same action. Do not treat Alexa deletion as a guarantee that every inference disappears immediately.
If a shopping conversation created an interest shown in About You, handle both layers: delete the relevant Alexa record in Alexa Privacy, then correct or remove the displayed detail in About You. The two pages control different representations of the activity.
Do not confuse ad preferences with recommendation controls
Amazon describes interest-based advertising separately from product recommendations. You can adjust advertising preferences in the privacy or advertising settings available for your account, but Amazon does not state that an ad opt-out disables all personalized recommendations. Turning off interest-based ads therefore should not be presented as a complete personalization reset.
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There is a separate privacy option for browsing while signed out with cookies blocked. Amazon says this prevents that browsing history from being linked to the account, but rejecting cookies can interfere with the cart, checkout, sign-in, and other site functions. It is a trade-off for future browsing sessions, not a way to rewrite activity already associated with your account.
For the narrow goal of correcting what Amazon thinks you like, start with About You and the item-level controls. Change ad preferences only when your goal is ad delivery rather than recommendation content.
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| Problem | Use this control | What the action changes | What it does not promise |
|---|---|---|---|
| An inferred interest or personal detail is wrong | About You | Corrects or removes the displayed detail used for personalization | Deletion of the purchase, review, search, List, or voice history behind it |
| A gift or one-off purchase affects suggestions | Improve Your Recommendations | Turns off Use this item for recommendations for that item | Removal of the order from account records |
| A product keeps appearing as recently viewed | Your Browsing History | Removes the viewed item from that list | Erasure of every account or system record of the visit |
| A voice request or transcript is sensitive | Alexa Privacy | Reviews and deletes selected Alexa records; allows automatic deletion settings | Removal of all related, de-identified, or off-cloud data |
| You want fewer interest-based ads | Advertising preferences | Changes ad-personalization choices | Disabling all product recommendations |
Why recommendations may remain imperfect after an edit
Amazon’s recommendation system combines multiple activity types rather than relying on a single About You field. A purchase you keep for order-history purposes, a rating, a saved List, a search, a browsing event, or a statement that you own an item can continue to provide context. The recommendation system also compares activity among customers, so suggestions can shift even when you have not changed a profile detail.
Amazon does not promise that every recommendation surface updates at the same moment after an edit. Check the relevant control first, then allow for the possibility that other signals are still active. If a category remains prominent, look for related purchases, ratings, Lists, viewed products, and Alexa interactions rather than repeatedly editing the same About You field.
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A practical correction sequence
- Write down the category or product type that seems incorrect.
- Open About You and correct or remove any matching detail.
- Open Improve Your Recommendations and disable misleading individual items.
- Remove unwanted viewed products from Your Browsing History.
- Review Alexa Privacy for shopping conversations, transcripts, and typed requests that may have supplied the signal.
- Adjust advertising preferences only if the problem is ad targeting rather than recommendation content.
- Recheck after new activity has accumulated; do not assume one edit erases every related signal.
Account, marketplace, and profile limitations
The documented About You navigation covers the Shopping app, mobile web, and desktop site, but feature availability and labels can differ by marketplace, account, profile, and software version. The privacy material referenced here is for Amazon.com, while the recommendation explanation comes from Amazon UK. Use the controls visible in your own account as the authority for what is currently available.
A household account deserves extra care. Purchases and searches from another person can influence a shared profile, especially when shoppers do not switch profiles before browsing. Select the intended profile before editing About You or recommendation items, and avoid treating a household purchase as evidence about every shopper.
About You may present only a limited, human-readable view of inferred details. The absence of a category on that page does not establish that Amazon holds no related activity elsewhere in the account or in its systems.
Privacy checklist after you finish
- Confirm that the corrected detail no longer appears in About You, if the interface reports the change.
- Check Improve Your Recommendations for the specific product or purchase that caused the problem.
- Remove unwanted viewed products from Your Browsing History.
- Review Alexa Privacy and set automatic deletion if ongoing voice retention is a concern.
- Keep ad-preference changes separate from recommendation expectations.
- Remember that deleting a visible record may not remove de-identified or separately retained information.
- Revisit the settings after major purchases, shared-account activity, or a change in household shopper profiles.
Frequently Asked Questions
Can I reset all of Amazon’s recommendations with one switch?
No single control is documented as a complete reset. About You, Improve Your Recommendations, Your Browsing History, Alexa Privacy, and advertising preferences address different data or purposes.
Will deleting an Alexa recording remove the interest Amazon inferred from it?
Delete the Alexa record in Alexa Privacy and separately correct or remove any matching detail in About You. Amazon warns that deletion can affect personalization and may not remove every related or de-identified record.
Why do recommendations change even when I have not edited my profile?
Amazon says recommendations reflect your activity, products you purchased or rated, items you said you own, and comparisons with other customers’ activity. Those inputs can change over time.
Does blocking cookies erase my existing Amazon history?
No. Amazon describes signed-out browsing with cookies blocked as a way to avoid linking that future session to an account, while warning that blocked cookies can disrupt cart, checkout, sign-in, and other functions.
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