Amazon's 'About You' Feature Sparks Online Buzz and Scrutiny
The e-commerce giant's new customer profile system generates personalized descriptions based on purchase history and reviews, leading to humorous and sometimes awkward revelations.
Amazon has launched a new feature called "About You," which creates personalized customer dossiers based on purchasing habits, product reviews, and interactions with Alexa for shopping. This expansion of Amazon's long-standing personalization efforts aims to offer more tailored recommendations.
The "About You" section compiles assumptions about customers, which can be edited to refine future suggestions. However, the initial uneditable versions have garnered significant attention online, with users sharing their experiences across social media platforms.
Some users have reported humorous or unexpected descriptions. One individual on Threads shared that their profile noted a "flat buttocks," acknowledging the accuracy while expressing surprise at the directness. Another user on X found their profile accurately described them as "obsessed with ultra minimal one-bag travel" and a preference for specific charging brands.
Other profiles have highlighted more specific, one-time events, such as one user's profile mentioning a "one-time specialty cheese exploration," which the user confirmed.
Amazon stated that the feature is designed to "make every experience feel like it was designed especially for you." The company emphasizes that these profiles can be customized to reflect current preferences for more accurate recommendations.
Users can access their "About You" profiles through the Amazon app, mobile web, and desktop versions. On mobile, the feature is located under the 'Me' tab, then by tapping one's name and selecting 'About You.' On desktop, users can find it by hovering over their name in the top right corner, selecting 'Account & Lists,' and then choosing a profile before clicking 'About You.'