Finding and Updating Your Amazon ‘About You’ Profile

Amazon now provides a specific “About You” page where customers can see the personal information the retailer has gathered and adjust it where possible, a feature highlighted in a recent Engadget guide. The page consolidates profile data, purchase preferences and algorithm‑generated insights, giving users a single view of how the e‑commerce giant perceives them.

The profile lists usual details such as name, email address and default shipping info, but also shows data points derived from browsing and buying behavior. Among the more eye‑catching examples are quirky health‑related inferences, like whether the system thinks a user has “flat buttocks,” which are generated from clothing size and activity data.

To open the page, shoppers must first sign in, hover over the “Account & Lists” menu, and pick “Your Account.” From there, the “Your Profile” link leads to a submenu where the “About You” option appears. The direct address https://www.amazon.com/gp/profile/aboutyou can also be bookmarked for quick entry.

Updating the details is simple. On the “About You” screen, users may click the “Edit” button beside each section to change names, contact information or preferred pronouns. For algorithm‑generated insights, a toggle lets individuals hide or delete particular attributes. Changes are saved instantly and affect future product recommendations and advertising.

The launch comes amid growing scrutiny of how major platforms collect and display personal data. By exposing inferred attributes, Amazon offers a look at the automated profiling that shapes product suggestions and marketing. Consumer‑privacy advocates view the transparency as progress, though they note that the ability to delete or modify some AI‑derived tags remains limited.

Analysts anticipate Amazon will continue polishing the “About You” experience, perhaps adding finer‑grained controls and clearer explanations of how each data point is derived. As regulatory pressure rises worldwide, the company may broaden the feature to satisfy emerging data‑protection standards, urging shoppers to review their profiles regularly to keep accuracy and privacy intact.