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Amazon says it personalizes shopping recommendations with several kinds of account and shopping activity, including your searches, purchase history, saved Lists, product reviews you write, and conversations with Alexa for Shopping. It describes interest-based advertising as a separate use of personal information, with the UK notice also covering cookies, ad measurement, fraud prevention, and advertising-service improvement.
Amazon does not publish the weighting or decision path for any individual recommendation or advertisement. The details below describe Amazon’s stated practices in its US Privacy Notice (updated June 30, 2026), its About You announcement (May 13, 2026), Alexa Terms of Use (updated May 14, 2026), and UK/EU disclosures. Those documents explain the categories of data and available controls, not an independent audit of Amazon’s internal systems.
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The signals Amazon names for shopping recommendations
Amazon’s clearest public list appears in its May 13, 2026 announcement of About You, a feature intended to let customers view and edit details that shape shopping personalization. Amazon writes: “Your Amazon shopping experience is personalized through information including your conversations with Alexa for Shopping, product reviews you’ve authored, your purchase history, items you’ve saved to Lists, and your searches.”
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| Input Amazon names | How it can inform shopping recommendations | What is not publicly specified |
|---|---|---|
| Searches | Queries can indicate current interests or purchase intent. | Amazon does not disclose the scoring or retention period for an individual search. |
| Purchase history | Past orders can provide context for related products, replenishment, or alternatives. | No public signal weight or item-level explanation is provided. |
| Saved Lists | Items saved to Lists can indicate products you are considering or topics you follow. | Amazon does not state whether every List item affects every recommendation surface. |
| Product reviews you authored | Your written reviews can reveal product categories and interests. | The company does not describe how review text is converted into recommendation signals. |
| Conversations with Alexa for Shopping | Shopping-related requests can add conversational context to personalization. | Amazon does not establish that each Alexa conversation changes a specific retail recommendation or advertisement. |
Amazon’s broader Privacy Notice uses wider language. It says personal information may be used to recommend features, products, and services, identify preferences, and personalize the Amazon experience. Because that wording covers many Amazon services, it should not be read as a promise that every listed data type directly controls every product carousel.
Recommendations and ads are related, but they are not the same system
A product recommendation is generally presented as part of the shopping experience: a suggested item, a related product, or another feature Amazon believes may be useful. Amazon’s Privacy Notice describes recommendations and personalization as one purpose. The same notice separately describes interest-based advertising, in which personal information is used to show ads for offerings that might interest a customer.
Keeping those purposes separate matters. A product you see in a recommendation row is not automatically an advertisement, and a signal Amazon uses to improve recommendations is not necessarily used for ad targeting. Amazon’s public documents do not provide a universal map from an individual search, order, or review to a particular ad impression.
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What Amazon says about interest-based advertising
Amazon’s US notice says it does not use information that personally identifies a customer to display interest-based ads. The UK advertising notice describes pseudonymisation and says ad selection need not connect browsing or shopping history to direct identifiers. These are Amazon’s stated approaches; the documents are policy disclosures rather than independent technical verification.
The UK notice also discusses cookies and personal information used for advertising selection and measurement. It includes purposes such as assessing advertising effectiveness, preventing fraud, and improving advertising services. Those activities can involve information about how ads are delivered or interacted with, but Amazon does not publish the exact algorithm or signal weight for an individual ad.
| Question | Shopping recommendations | Interest-based advertising |
|---|---|---|
| Primary purpose | Suggest products, features, or services and personalize the store experience. | Show ads for offerings Amazon believes may interest you. |
| Data context described by Amazon | Account and store activity such as searches, orders, Lists, reviews, and shopping conversations. | Personal information plus, in the UK notice, cookies and advertising-related information. |
| Identity statement | The public notices do not provide a per-recommendation identity explanation. | Amazon says interest-based ad delivery does not use information that personally identifies a customer; the UK notice describes pseudonymisation. |
| Controls | About You and recommendation-related settings, with options varying by account and location. | Personalized advertising preferences and, in the UK, choices concerning advertising cookies and personal information. |
How Alexa activity fits into personalization
Alexa can retain and process more than a single voice command. Alexa’s Terms of Use, updated May 14, 2026, state: “Amazon records, processes, and retains Alexa Interactions and other information from your account, such as your voice and text inputs, music playlists, shopping lists and shopping history, and information from Third-Party Services (such as when you link your email account or other Third-Party Service to Alexa) in the cloud to provide, personalize, and improve our services.”
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This disclosure establishes that Alexa uses voice and text inputs, playlists, shopping Lists, shopping history, and linked third-party-service information to provide, personalize, and improve Alexa services. It does not prove that every Alexa interaction is used for all Amazon advertising or all retail recommendations. Amazon’s About You announcement specifically names conversations with Alexa for Shopping as one input to the shopping experience, which is narrower than saying every Alexa request affects the retail store.
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Amazon announced About You on May 13, 2026 as a place where customers can see and edit details used for shopping recommendations. Amazon says customers can share what they want, provide feedback, update specific details, or remove information. The feature is therefore intended to make some personalization inputs visible and editable rather than expose the underlying ranking model.
Because Amazon can move controls and use different labels by marketplace, the safest path is to open your signed-in Amazon account and look for the current About You or personalization area. The US Privacy Notice also points customers to recommendation settings, recently viewed items that form a basis for recommendations, Lists, and personalized advertising preferences.
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A practical account-control sequence
- Open your local Amazon account while signed in. Use the account’s current privacy, personalization, recommendation, or About You area rather than relying on an old menu path copied from another country.
- Review About You details. Check the information Amazon presents as shaping shopping recommendations. Update details that are inaccurate or no longer relevant.
- Remove optional details you do not want used for that feature. Amazon’s announcement says customers can remove information, although the exact fields and availability can vary.
- Check recommendation settings separately. Review recently viewed items, Lists, and any recommendation controls shown in your account. Editing a profile detail is not necessarily the same as clearing browsing history.
- Open advertising preferences. Look for personalized-advertising choices in the privacy or advertising section. These settings address ad personalization, not necessarily every product recommendation.
- Review device and Alexa settings. If you use Alexa, check the controls available for Alexa Interactions and linked services on your device or account. Alexa-service personalization and retail-ad targeting are related but distinct purposes.
Why location changes the available choices
Amazon does not promise identical controls worldwide. Amazon’s EU Digital Services Act risk assessment says EU Store customers can opt out of product recommendations through Your Account. That is a jurisdiction-specific statement about the EU Store.
Amazon’s UK advertising notice describes choices concerning advertising cookies and personal information used for advertising. Cookie controls can affect browser-based advertising activity without removing the shopping history, Lists, reviews, or orders that support store recommendations. Conversely, changing recommendation details does not necessarily withdraw advertising cookies or all advertising uses of personal information.
If a control is missing, differently named, or located elsewhere, use the privacy notice and settings for the Amazon marketplace and country associated with your account. App, browser, smart-speaker, and marketplace settings may not expose the same options.
What Amazon does not reveal
Amazon identifies categories of inputs but not the mathematics behind them. Its public disclosures do not state:
- How much weight a search, purchase, List item, review, or Alexa shopping conversation receives.
- How signals are combined when they point in different directions.
- Whether a particular Alexa exchange changes a particular retail recommendation or ad.
- How long each signal remains influential after you edit or remove it.
- Which recommendation or advertising model produced a specific item or ad.
- Whether the same signal mix is used across every Amazon country, app, website, or device.
That uncertainty is important when interpreting an unexpected result. Seeing an item after searching for something does not prove that the search alone caused it, just as seeing an ad after visiting a product does not reveal the complete selection process.
Rufus usage is not a personalization accuracy measure
Amazon Ads reported on June 11, 2026 that more than 300 million customers used Rufus in 2025. This is a company-reported usage figure. It indicates scale of use, not how accurately recommendations are personalized, which signals were used for a particular customer, or how often Rufus activity changed an advertisement or product ranking.
How to interpret “What does Amazon know about me?”
Based on Amazon’s own disclosures, the answer can include shopping searches, orders, saved Lists, reviews you authored, and shopping-related Alexa conversations. Broader account and service data may also be used to identify preferences and personalize Amazon features. Alexa’s terms additionally mention voice and text inputs, music playlists, shopping history, and information from linked third-party services for Alexa personalization.
Those categories describe potential processing purposes, not a downloadable explanation of every inference Amazon has made about you. About You is designed to expose and edit some recommendation details, but it is not presented as a complete inventory of Amazon’s internal profiles or model features.
Practical ways to reduce unwanted personalization
- Keep shopping Lists focused if you do not want unrelated interests represented in recommendation signals.
- Use About You to correct or remove details Amazon displays for shopping personalization.
- Review recently viewed items and recommendation settings rather than assuming that deleting one history view changes advertising preferences.
- Manage personalized advertising choices independently from store recommendations.
- Review Alexa privacy and linked-service settings if voice requests or connected accounts are a concern.
- Check the country-specific Amazon privacy notice for your marketplace before relying on a control described for the US, UK, or EU.
The most accurate conclusion is limited but useful: Amazon publicly names several shopping signals and describes advertising as a related, separate purpose with stated identity protections. It does not disclose the signal weights or provide a universal explanation for each ad or recommendation, so account controls can change available inputs without revealing the full decision logic.
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