Amazon’s About You Feature Displays Inferred Body-Shape Label

Amazon’s About You personalization page surfaced an inferred body-shape description for one customer, highlighting how shopping behavior can produce sensitive personal conclusions used in recommendations.

Megan Montgomery posted a screenshot on Oct. 6, 2026, showing an Amazon product-preference entry that said “has flat buttocks.” She wrote that she had discovered “a page of assumptions” Amazon had formed from her purchases and was “literally speechless.”

Amazon launched About You in May as a customer-facing part of its personalization system. The feature lets users inspect and change information that helps shape their shopping recommendations.

The details may draw on purchases, product searches, reviews, saved Lists and conversations with Alexa for Shopping. Customers can also delete information they do not want used for personalization.

By displaying the profile, Amazon gives customers a view into conclusions that would otherwise remain part of the recommendation process. The page shows more than the products a customer viewed or bought; it can also display an attribute inferred from that activity.

The label was generated as an interpretation of customer behavior rather than entered directly by the customer. The available information does not identify the transaction, model, rules or inputs responsible for it, nor does it show whether the inference changed advertising, search results or recommendations in the account.

Amazon’s European profiling system uses account information, orders, pages viewed, search history, returns, content use and device interactions to predict products or services a customer may want to see. Profiles used to personalize store content are generally kept for no longer than 13 months, while order information may remain for the life of an Amazon account.

Amazon’s profiling materials state that third-party personal data is not used for the store-personalization process described there. The company has not explained what produced the specific body-shape label or detailed the rules behind it.

The incident shows one customer-facing inference and does not establish that Amazon routinely evaluates shoppers’ bodies across its customer base.