Amazon Launched About You Feature for Shoppers

The tool allows customers to view and edit personal preferences used for product recommendations.

Updated on Oct. 6, 2026 in Shopping — General

Screen-print poster illustration featuring abstract shopping icons in mustard and teal, representing digital consumer data management. — Amazon launched its 'About You' tool in May 2026, enabling shoppers to manage the personal data influencing their personalized product recommendations. AI Illustration. Upload story photo >

Live Poll

Do you feel comfortable with online retailers using AI to create detailed personal profiles about you?

Amazon introduced the About You feature in May 2026 to help users manage the data influencing their shopping experience. The tool aggregates information from purchase history, searches, and Alexa conversations to power AI-driven product suggestions.

Why it matters

By providing visibility into inferred user data, Amazon aims to increase transparency while refining the machine learning models that guide personalized recommendations.

The About You tool is accessible on the Amazon Shopping app, mobile web, and desktop. Recommendations are generated from five data categories, including product reviews, saved lists, and search history.

The players

Amazon

Amazon is a multinational technology corporation that focuses on e-commerce, cloud computing, and artificial intelligence.

Threads

Threads is a social media platform operated by Meta that allows users to share text-based updates and engage in public conversations.

The details

Users can access their profile by navigating through the account section to shopping preferences. Within the interface, shoppers have the ability to manually edit or remove specific details that the AI platform uses to suggest products.

Amazon launched the About You feature in May 2026.
Business Insider reporters reviewed their personalized profiles on October 6, 2026.

Culture Shift

This release reflects a broader societal move toward digital autonomy and transparency in how large platforms handle individual consumer data. It highlights a departure from hidden profiling toward user-editable preference models in the modern retail landscape.

Shoppers can now actively refine the product suggestions they receive by removing outdated or irrelevant data from their profile. This adjustment allows for a more personalized shopping feed based on current interests rather than past search behavior.

The takeaway

Users should periodically review their Amazon preference settings to ensure that the recommendations displayed reflect their actual buying habits. Clearing irrelevant search or review history can improve the quality of future product discovery on the platform.