One shopper opened her account settings and learned Amazon thinks she “has flat buttocks.” The internet has not recovered.
Earlier this week, Threads user Megan Montgomery shared a screenshot from Amazon’s lesser-known “About You” page. Mixed in with the expected notes — shopping from women’s departments, probably owning a Shark robot vacuum, prepping for a Bluey-themed birthday party — sat one particularly blunt observation: “Has flat buttocks.”
“I stumbled upon a page of assumptions that Amazon has made about me based on my purchases and I’m literally speechless,” she wrote. “I mean it ain’t wrong but damn did you have to call me out like that?”
The post blew up, racking up more than a million views in short order and sending thousands of people scrambling to check their own profiles. What they found ranged from mildly accurate to deeply personal to just plain weird.
Users reported Amazon labeling them with lines like “husband has skinny legs,” “cannot keep real plants alive,” “treats cats as biological children,” “has no friends,” “cusses when scared,” and “uses phone in the shower to read Kindle books.” One person was told they “do not trust people easily.” Another discovered the platform thinks they find it “hilarious when toys get stuck to ceiling tiles in the classroom.”
Some of the details tracked closely with real shopping habits. Others felt like the kind of comments a slightly judgmental relative might make at Thanksgiving.
Amazon quietly rolled out the “About You” feature in mid-May as part of its broader AI shopping push, the same wave that expanded Alexa for Shopping. The page pulls together inferences from purchase history, searches, saved lists, product reviews, and chats with the shopping assistant. Those conclusions then help shape recommendations and personalized responses.
The company has framed it as a transparency and control tool. Customers can view the list, edit individual items, delete anything they don’t want used for personalization, or even add details themselves. There’s also an option to import a profile generated by another AI chatbot. What you can’t do is turn the whole thing off.
Finding the page takes only a few clicks. On desktop, hover over your name in the top right, head to Account, then Your Shopping preferences, and scroll down to Manage your information. On the app, it’s under Account → Shopping preferences → About you.
For a platform that has long built detailed portraits of its customers behind the scenes, the decision to surface those portraits in plain English has proven both fascinating and slightly uncomfortable. The “flat buttocks” revelation simply made the machinery impossible to ignore.
As of now, Amazon has not announced any major changes to the feature. The profiles remain live, editable, and — for better or worse — surprisingly specific.
