Amazon's 'About You' Customer Dossiers Go Viral

Key Points:

• Amazon has launched an AI-powered feature called "About You" that creates editable customer profiles based on purchase history, searches, saved lists, product reviews, and Alexa shopping conversations to personalize product recommendations.
• The tool reveals Amazon's inferences about shoppers, sometimes with surprisingly specific or humorous observations, such as physical traits or personal habits, which users have shared on social media platforms like Threads and Reddit.
• Unlike previous recommendation systems, "About You" offers customers direct access to the profile shaping their suggestions, allowing them to view, correct, or remove details they find inaccurate or intrusive.
• User reactions have been mixed, with some finding the insights enlightening or amusing, while others are surprised or unsettled by the specificity and tone of Amazon's assumptions.
• The feature is accessible via the Amazon Shopping app and website under Account > Shopping preferences > About You, enabling shoppers to manage their profile information and influence future recommendations.