Amazon does not keep a single, user-visible “interests” profile that one button can erase. To review or change what influences your shopping experience, use four separate controls: About You for editable shopping preferences, Your Browsing History for viewed products, Improve Your Recommendations for recommendation inputs, and Amazon Ad Preferences for interest-based advertising. Alexa, Fire TV, Fire tablets, and some Kindle devices have additional advertising controls.
The right setting depends on what you are seeing. A product in Recently Viewed, a suggested product on the home page, an ad on Echo Show, and an interest category in About You can come from related but separate systems. Removing one does not automatically clear the others.
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Start with the control that matches what you want to remove
“What Amazon thinks I’m interested in” can refer to several different data uses. A product that appears in your recently viewed list is not the same thing as an item Amazon uses to train recommendations, and neither is the same as an advertising preference or an Alexa advertising identifier. Use this map before changing anything:
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| Products you viewed in the store | Your Browsing History | Remove one item, or clear the displayed list | It does not prove that an order record or every personalization signal was deleted. |
| Products used to shape recommendations | Improve Your Recommendations | Turn off Use this item for recommendations for an item | It does not expose every inference Amazon has made. |
| Editable shopping preferences | About You | View and edit the preferences Amazon presents there | It is not documented as a complete export of all inferred interests. |
| Personalized advertising on Amazon services | Amazon Ad Preferences | Choose the available interest-based advertising option for your country | It does not disable all advertising or change store recommendations. |
| Alexa advertising identifiers and skill-provider ads | Alexa Privacy settings | Manage skill permissions, advertising preferences, and reset an Alexa Advertising ID | It does not automatically apply to every Amazon service. |
| Ads on Fire TV, Fire tablets, or certain Kindle devices | Device Privacy Settings | Turn off Interest-based Ads on the device or in the device account settings | Menus and scope vary by device model and software version. |
For example, deleting a pair of headphones from Browsing History can remove the tile from that page, but a recommendation based on a purchase, search, or similar item can still appear. Conversely, excluding an item from recommendations does not necessarily remove its thumbnail from your visible history. Treat each row as a separate task.
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See the preferences Amazon exposes in About You
Amazon describes About You as a place to view and edit shopping-personalization preferences. It is available on desktop, mobile web, and the Amazon Shopping app. The screen is useful when you want to inspect the preference categories Amazon has chosen to show you rather than remove one recently viewed product.
On a desktop browser
- Sign in to the Amazon storefront you normally use.
- Hover over your name above Account & Lists.
- Click your name or Who’s shopping?.
- Select the relevant profile if more than one profile is listed.
- Choose About You.
On mobile web or the Amazon Shopping app
- Open the Me tab.
- Tap your name.
- Tap About You.
Use the controls shown on that page to change a preference. Amazon has not described About You as a complete data export, so an interest that is absent from the page should not be treated as proof that Amazon has never inferred it. If your layout is different, search your signed-in account for the exact label About You; Amazon changes navigation by storefront, account type, and app version.
Check the active profile before editing. Household or business accounts can expose more than one shopping profile, and changing one profile may not alter another. If several people share a login, review the profile selector first and avoid assuming that the displayed preferences belong only to you.
Delete products from Your Browsing History
Your Browsing History is the most direct place to remove products that you have viewed. The removal changes the history list displayed to you; it is not a universal deletion of purchase records or every signal that may have been associated with the view.
Remove one viewed item
- Open Browsing History while signed in.
- Find the product you no longer want displayed.
- Select Remove from view beneath that item.
Clear the displayed history list
- Open Browsing History.
- Choose Manage history.
- Select Remove all items from view.
- Confirm if Amazon presents a confirmation prompt.
Clearing the visible list is appropriate when you want to stop old products from appearing in the Browsing History panel. It does not mean an order, return, review, account event, or other information has been erased. Those records are handled separately.
If an item returns after you view it again, that is expected: a new visit can add it back to the displayed list. Clear the list after you finish shopping, not before, if you are trying to remove a recent session. Also check whether you are viewing the same account and marketplace in the browser and app; separate sign-ins can make the lists appear inconsistent.
Stop a product from influencing recommendations
Amazon’s US Privacy Notice identifies Improve Your Recommendations as the control for managing recommendation inputs. It describes an item-level switch named Use this item for recommendations.
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- Open Improve Your Recommendations. If the menu has moved, search your account for that exact phrase.
- Locate the item you do not want used for recommendations.
- On the item’s page, find the control on the right side.
- Uncheck Use this item for recommendations.
Amazon’s notice states: “You can manage the recommendations you receive in our store at Improve Your Recommendations, and you can remove recommendations you don’t want to see by unchecking the ‘Use this item for recommendations’ toggle on the right side of the page for each item.” The setting targets the recommendation use of that item; it is not presented as a command to delete the item from every Amazon record.
Use this control when the problem is a recommendation that keeps returning even though you do not want similar suggestions. Use Browsing History instead when you only want to remove the product from the visible recently viewed list. They are related but separate actions.
Recommendation systems can also use other activity categories described by Amazon, including purchases and searches. Excluding one product therefore may reduce one input without preventing suggestions based on a different product, a completed order, or a search query. If the same theme continues, review several relevant items rather than expecting one toggle to reset the entire recommendation feed.
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Manage interest-based advertising separately
Amazon Ad Preferences controls personalized advertising, not the store’s recommendation engine. Amazon’s advertising preferences page asks you to select a country, which matters because available choices and legal requirements differ by region.
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Open Amazon Ad Preferences, select your country, and follow the options shown for interest-based advertising. The exact labels and choices can differ between storefronts. Changing this preference should not be described as an “all ads off” switch: non-personalized advertising may still appear, and it does not remove products from Browsing History or Improve Your Recommendations.
European Union and United Kingdom
Amazon’s EU/UK advertising information describes three routes: Amazon Ad Preferences, YourOnlineChoices, and Amazon’s Cookie Preferences. Use the route that matches the advertising or cookie choice you want to change. A browser-cookie choice and an account recommendation choice are not interchangeable.
Brazil
Amazon provides a country-specific Amazon Ad Preferences route for Brazil. Select Brazil when the advertising-preferences page asks for a country, then use the options displayed for that market.
Amazon Ads explains that interest-based advertising can use categories such as browsing history, purchase patterns, and search queries. That description identifies types of signals; it does not provide a customer-facing list of every inference associated with an account.
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Changing a preference may affect ads delivered through the selected advertising context, but it should not be read as a promise that every ad on every Amazon-owned service disappears. Recheck the country selection if the page sends you to a different storefront, and save or confirm the choice when the page provides a confirmation control.
Change Alexa advertising and privacy settings
Alexa has controls that are separate from shopping-history and store-recommendation controls. There are two different tasks: managing ads from third-party skills or content providers, and managing Amazon-delivered interest-based ads.
Third-party skill ads and the Alexa Advertising ID
- Open the Alexa app.
- Go to More > Alexa Privacy.
- Open Manage Skill Permissions and Ad Preferences.
- Use the available controls to manage third-party skill or content-provider advertising preferences, or reset the Alexa Advertising ID.
Amazon-delivered Alexa interest-based ads
- In the Alexa app, open More > Alexa Privacy.
- Tap Manage Your Alexa Data.
- Review the advertising and privacy choices offered there.
Amazon says opting out of Amazon-delivered interest-based ads on Alexa can still leave non-interest-based Amazon ads and personalized recommendations. The choice also does not automatically apply to ads in other Amazon services, including Amazon Music or Fire TV.
Hide one ad on an Echo Show
On an Echo Show, Amazon’s help instructions direct you to the Alexa app path More > Alexa Privacy > Manage Your Alexa Data. A particular ad can be hidden for 30 days. That is a temporary hide for the specific ad, not a deletion of all Alexa advertising data.
Resetting the Alexa Advertising ID and opting out of Amazon-delivered interest-based ads are different actions. If your concern is a skill’s advertising behavior, use the skill-permission page; if it is an Amazon ad shown by Alexa, use Manage Your Alexa Data as well.
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Turn off interest-based ads on Fire TV, Fire tablets, and some Kindle devices
Fire TV products, Fire tablets, and some Kindle devices expose an on-device advertising setting. On supported devices, the documented path is:
- Open Settings.
- Choose Preferences.
- Open Privacy Settings.
- Find Interest-based Ads.
- Turn the setting off, then confirm if prompted.
For certain Kindle models, Amazon lists an account-based route: open amazon.com/mycd, go to Privacy Settings, and select Amazon Devices Privacy. Device menus differ, so check the current labels on the specific Fire or Kindle model. A setting changed on one device should not be assumed to change advertising choices on another device or in the Amazon store.
These controls concern advertising on the device. They are not substitutes for removing a viewed product, changing a recommendation input, or editing About You. If a device is registered to a different Amazon account, sign in to that account before changing the account-based privacy page.
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Removing an item from view, excluding it from recommendations, editing About You, or opting out of interest-based advertising are targeted changes. None is documented as a universal “delete everything Amazon knows about me” command.
- Purchase history: clearing Browsing History does not establish that an order record was erased.
- All inferred interests: About You is not documented as a complete list of every inferred attribute.
- Every recommendation signal: turning off one item’s recommendation use does not document deletion of all other inputs.
- Every advertisement: an interest-based advertising opt-out can still allow non-personalized ads.
- Every Amazon service: Alexa, Fire TV, Kindle, Amazon Music, and the shopping store can have separate controls.
Do not confuse a blank or shortened page with proof that Amazon has no associated data. The customer-facing controls are designed for particular displays and uses, while legal privacy requests address personal information more broadly.
Request access or deletion of personal information
If your goal is a legal personal-data access or deletion request rather than a settings change, use Amazon’s Data Privacy Queries process where that option is available under applicable law. Amazon’s Privacy Notice says customers may have rights to request access to or deletion of personal information, depending on their location and legal rights. Amazon also warns that some services may be limited or unavailable depending on the choices made.
A Data Privacy Query is a different process from clearing the displayed Browsing History or changing an ad preference. Use it when you need to ask about personal information held by Amazon more broadly, rather than simply changing what appears in the store or on a device. Eligibility, verification steps, and the effect on account services depend on your location and the applicable legal rules.
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Limit future browsing signals on a shared or unlinked browser
Amazon’s Privacy Notice has described signing out and blocking browser cookies as a way to browse without linking future browsing history to the account. This is a limited forward-looking measure, not a way to erase history already associated with an account.
Blocking cookies can also prevent essential functions, including sign-in, the shopping cart, or checkout. If you use this approach, expect to re-enable the cookies required for normal account and shopping functions. It also does not replace the account controls for recommendations, About You, Alexa, or device advertising.
For a shared computer, signing out before another person shops can prevent accidental activity on your account, but it is not a guarantee that the browser stores no local history or that a device’s other user cannot see activity. Use the account controls for Amazon’s displayed history and the browser’s own privacy tools for local records.
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Troubleshoot when an interest or ad keeps returning
The product disappeared from history but recommendations remain
Use Improve Your Recommendations and uncheck Use this item for recommendations. Browsing History removal only addresses the displayed history list.
You changed ad preferences but still see advertisements
An ad-preference choice concerns interest-based personalization. Non-interest-based ads can remain, and other Amazon services or devices may have separate settings. Check Alexa Privacy or the device’s Privacy Settings when the ad appears on Alexa, Fire TV, a Fire tablet, or a Kindle.
The About You page is missing
Confirm that you are signed in to the intended account and storefront, then search the account for About You. Amazon says the feature is available on desktop, mobile web, and the Shopping app, but navigation can change with the app version, profile, or country.
A device menu does not match the documented path
Open the device’s current Settings and search within Preferences or Privacy for Interest-based Ads. Fire and Kindle software versions and models do not all expose identical menus.
The same product appears under another profile
Check the profile selector near the account name and repeat the review for the profile that is actually shopping. A household profile, business profile, or another signed-in browser can have different preference and history displays.
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A recommendation changes only after a delay
Sign out and back in, refresh the page, and confirm that the item’s recommendation toggle remains unchecked. The controls identify which input Amazon should exclude; they do not promise an immediate redesign of every page already loaded.
A practical cleanup sequence
If you want the broadest settings-level cleanup without making a legal deletion request, work through the controls in this order:
- Open About You and edit the preferences shown there.
- Remove individual products from Browsing History, or use Manage history > Remove all items from view for the displayed list.
- Open Improve Your Recommendations and uncheck Use this item for recommendations for unwanted inputs.
- Open country-specific Amazon Ad Preferences and change the interest-based advertising choice.
- Review Alexa Privacy if you use Alexa, including the Alexa Advertising ID and skill-permission controls.
- Check Settings > Preferences > Privacy Settings > Interest-based Ads on supported Fire TV, Fire tablet, and Kindle devices.
- Use Data Privacy Queries only when you need to pursue access or deletion rights for personal information more broadly.
This sequence changes each documented category in its own place. It does not claim that Amazon has no remaining account, order, device, or personalization data.
Frequently Asked Questions
Can I see everything Amazon thinks I’m interested in?
No single customer-facing page is documented as a complete list of every inference. About You shows editable preferences Amazon exposes, while Browsing History and Improve Your Recommendations show narrower categories.
Does Remove all items from view delete my Amazon orders?
No. It clears the displayed browsing-history list. Amazon does not describe it as deleting order, return, review, or account records.
Why do recommendations remain after I clear Browsing History?
Recommendations can use separate inputs. Open Improve Your Recommendations and uncheck Use this item for recommendations for relevant products.
Will Amazon Ad Preferences stop every ad?
No. It addresses interest-based personalization. Non-interest-based ads can remain, and Alexa, Fire TV, Fire tablets, Kindle devices, and other services may have separate controls.
Where do I reset the Alexa Advertising ID?
In the Alexa app, go to More > Alexa Privacy > Manage Skill Permissions and Ad Preferences. The Alexa Advertising ID control is separate from Amazon-delivered Alexa ad choices.
How long does hiding an Echo Show ad last?
Amazon’s Echo Show help says a specific ad can be hidden for 30 days. That is a temporary hide, not deletion of all advertising information.
Are Amazon privacy settings the same in every country?
No. Amazon Ad Preferences asks you to select a country, and EU/UK and Brazil pages describe region-specific routes and choices.
Can I stop future browsing from being linked to my account?
Amazon has described signing out and blocking cookies as a limited way to browse without linking future activity to the account. Blocking cookies can interfere with sign-in, cart, and checkout, and it does not erase existing account history.
What should I do if I want Amazon to delete personal information broadly?
Use Data Privacy Queries where applicable law gives you access or deletion rights. That process is different from clearing a displayed history list or changing an advertising preference.
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Why can’t I find About You?
Verify the account, profile, and storefront, then search the signed-in account for About You. Amazon says it is available on desktop, mobile web, and the Shopping app, but navigation varies by version and region.
The Bottom Line
Amazon splits shopping personalization across separate controls. Use About You for the preferences Amazon exposes, Browsing History to remove viewed products from the displayed list, Improve Your Recommendations to exclude individual inputs, and Amazon Ad Preferences for interest-based advertising. Review Alexa and device privacy settings separately, and use Data Privacy Queries when you need a broader legal access or deletion request.
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