Amazon Rolls Out Customer Profiling Feature
Users are sharing screenshots of Amazon's "About You" feature, which provides an editable list of preferences inferred from purchases and Alexa conversations.
Amazon's "About You feature is generating quite a buzz on the internet, with many customers sharing screenshots of the tool's observations about their bodies.
The feature, which was launched earlier this year, provides an editable list of preferences that Amazon has inferred from users' purchases and conversations with Alexa for Shopping. Some shoppers have taken to social media to share screenshots of the tool's assessments, including comments on their physical appearance such as having skinny legs or flat butts.
These observations are being met with a mix of amusement and annoyance, with some users describing the feature as snarky and likening it to being judged by a judgmental aunt".
The "About You feature has taken center stage on social media platforms, including Threads, where it's currently trending. Users are sharing their reactions to the detailed customer dossiers provided by Amazon, which offer a glimpse into what the company thinks of their shopping habits and preferences.
The dossiers appear to be based on customers' purchase histories, searches, saved lists, product reviews, and conversations with Amazon's Alexa for Shopping assistant. This data is then used to generate personalized recommendations, but some users are finding the feature's blunt observations to be both enlightening and a bit snide.
Some social media users have expressed surprise at the level of detail in their About You dossiers, with one shopper commenting I'm literally speechless after reviewing theirs. Others have reacted with amusement, describing the experience as being judged by a judgmental aunt.
Amazon's customer profiling feature, known as About You, is available across various platforms, including its mobile app, mobile web, and desktop versions.
To access your profile, users can navigate to their account settings within the Amazon Shopping app by tapping on Account" followed by "Shopping preferences" and then "About You." From there, shoppers can view and edit personal details that influence their tailored recommendations. Observations listed in the profile provide insight into how Amazon perceives each customer's interests and behaviors.
The results of this feature have been mixed for some users, with at least one account displaying inaccuracies alongside correct assessments.
Facts based on reporting originally published by Business Insider.
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