Amazon's 'About You' Page Went Viral: What It Shows and What Sellers Should Do

Amazon's About You page, which the company launched on May 13, went viral this week after a shopper posted on Threads that Amazon had concluded she "has flat buttocks," Business Insider reported on Oct. 6. The page lists what Amazon has inferred from a customer's purchases, searches, saved lists, product reviews and Alexa for Shopping conversations, and lets shoppers edit or delete each item.

The screenshots are funny. The feature behind them is a plain look at how Amazon now matches people to products, and that matters to anyone who buys or sells there. Here is what About You does, what shoppers found, how to check yours, and what Amazon sellers should take from it.

What About You is

Amazon introduced About You as a single place to view and edit the preferences that shape recommendations. In its May announcement, Amazon said that "understanding your preferences is fundamental to providing you with high-quality, relevant recommendations," and that nearly every shopping experience on Amazon is now personalized.

The company's own examples show how specific that gets. If you tell Alexa for Shopping about your cat's favorite foods, it can suggest treats in those flavors. Add seeds or gardening tools to a List, and Amazon may suggest soil nutrition and companion plants. Buy non-dairy milk regularly, and you may see more non-dairy groceries. Mention that your sourdough starter needs feeding every 12 hours, and Alexa can suggest flour types and fermentation tools.

Before About You, shoppers could adjust recommendation settings or edit browsing history. The new page puts the inferred profile itself in front of them. You can also ask Alexa for Shopping, "What do you know about me?"

What shoppers found

Business Insider said the topic was trending on Threads, where other shoppers posted their own pages. Entries people shared, as reported by Business Insider, The Verge and The Next Web, include:

• "cannot keep real plants alive"
• "treats cats as biological children"
• "has no friends"
• "does not trust people easily"
• a husband who "has skinny legs"
• "uses phone in the shower to read Kindle books"

On Reddit, one shopper said Amazon had decided they don't know what truffle is supposed to taste like.

Not every entry is right, and most aren't dramatic. Business Insider reporters who checked their own pages found one that had an editor's partner's name wrong, alongside accurate notes about kitchen-appliance upgrades and organic produce. The Verge's Emma Roth wrote that most entries are generic; hers says she keeps aquariums, drinks coffee and plays video games, all accurate.

Why it matters beyond the jokes

Amazon has used shopping history for recommendations for years. What's new is that customers can see the conclusions in plain sentences, and some of those sentences read like personal judgments. That gap, between "bought leggings" and "has flat buttocks," is why the posts spread.

The Next Web placed the moment alongside other recent Amazon data news: Twitch said in August it would train Amazon's AI on streams unless users opt out, and Amazon began a pilot in September letting its advertisers buy ads in ChatGPT.

For shoppers, the practical point is control. Each entry can be corrected or removed, and Amazon says those edits change what it uses for personalization.

How to check and edit your About You page

1. In the Amazon Shopping app, go to Account, then Shopping preferences, then About You, as Business Insider describes.
2. On desktop, The Verge's route is your account icon, then Your Shopping preferences under Your Account, then About You.
3. Tap or click any entry to edit or delete it.
4. Or ask Alexa for Shopping, "What do you know about me?"

If you share an account, check which profile you're viewing first. Amazon's instructions mention picking a profile under "Who's shopping?"

What it means for Amazon sellers

Nothing in Amazon's announcement or the coverage suggests sellers can see these profiles or target them directly. Amazon also hasn't said how About You entries weigh against other ranking signals. So treat this as a signal about direction, not a ranking trick.

The direction is clear, though. Amazon's own examples match situations to product details: a cat's favorite flavors to treat flavors, seeds to companion plants, a dairy-free habit to non-dairy products, a sourdough schedule to flour types. A listing that states the situation it solves, with complete details, gives that kind of matching more to work with than a list of keywords.

7 steps for Amazon sellers

1. Write for situations, not just keywords. Say who the product is for and when they'd use it: small apartments, sensitive skin, first-time bakers, senior cats.
2. Fill every attribute. Flavor, material, size, compatibility and what's in the box are the details Amazon's examples lean on.
3. Answer the questions people ask an assistant. "Will this fit?", "Is it safe for cats?" and "How long does it last?" belong in your bullets and images.
4. Borrow your reviewers' words. Read your reviews and your competitors' for the phrases buyers use about their own situation, and reflect them honestly.
5. Describe the product, never the buyer. The backlash shows people dislike being labeled. Write "high-waisted, sculpting fit," not copy that tells the shopper what's wrong with their body.
6. If you personalize on your own store, show your work. Amazon's approach, letting customers see and edit what drives recommendations, is a reasonable standard for your own site and emails.
7. Review your listing structure. We covered how Amazon's own listing tools fit in our Amazon Enhance My Listing checklist.

Disclosure: some links are affiliate links; ShopperCove may earn a commission at no extra cost to you.

If your listings were written as keyword lists, Listimo is one way to rework them around buyer questions. Its page says it pulls in an existing listing by ASIN, measures which searches you miss, draws on praise, criticism and return reasons from real reviews in your category, and writes customer questions and answers for Amazon's shopping AI, alongside images, A+ content and a product video. It also says results aren't guaranteed and that you should review AI-generated images and disclose them where a marketplace requires. ShopperCove did not test Listimo for this article. Listimo link: Open linkShow address (affiliate link)

For a short clip that explains who a product is for and how it works, a whiteboard-style explainer can do it quickly on your store or social channels. InstaDoodle's offer page says it turns text prompts into doodle explainer videos for YouTube, Instagram, Facebook or TikTok, now in color, and lists product promotion and Amazon product review videos among its uses. ShopperCove did not test InstaDoodle for this article. InstaDoodle link: Open linkShow address (affiliate link)

Tools that help

• Listimo, AI listing builder for Amazon sellers. Its page lists a Seller Pack of 1,800 credits for $229, which it says covers around 10 complete listings, as a one-time payment with no Amazon password needed, plus a free listing check by ASIN with no sign-up. Listimo link: Open linkShow address
• InstaDoodle, AI doodle and whiteboard explainer videos. Its offer page lists 1,000+ doodle characters and elements, 14 project templates and a 60-day money-back guarantee. The price depends on your country and is shown at checkout. InstaDoodle link: Open linkShow address

How this was made: facts were gathered on 8 Oct 2026 (IST) from Amazon's About You announcement and the Business Insider, The Verge and The Next Web reports listed below, then written up with AI help and checked line by line against those sources. ShopperCove did not test the About You page for this article.

Sources

• Open businessinsider.comShow address
• Open theverge.comShow address
• Open thenextweb.comShow address
• Open aboutamazon.comShow address
• Open listimo.aiShow address
• Open instadoodle.comShow address

Related

• Open shoppercove.comShow address
• Open shoppercove.comShow address
• Open shoppercove.comShow address
• Open shoppercove.comShow address