It should not come as a surprise that Amazon collects data about you based on what you buy. If you buy a lot of cat litter, Amazon will probably infer that you have cats, or if you buy a lot of anti-acne skin products, then Amazon might guess you are prone to breakouts. Even if we know that Amazon customizes our shopping experiences based on our purchase history, it still comes as a surprise to see all of these personal details laid out in a convenient list. Especially when those details get uncomfortably intimate.
One Threads user recently came across a specific section of her Amazon settings where you can see who the shopping giant thinks you are. Alongside more benign assumptions like "Shops from women’s departments" and "Probably owns a Shark robot vacuum," she found that Amazon assumes she "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," an Amazon customer who posts under the handle @fangirlinmegan wrote on Threads. "I mean it ain’t wrong but damn did you have to call me out like that?"
In less than a day, the post garnered over a million views, including many from users who were curious what their own Amazon profiles might reveal. The viral nature of the post sparked a broader conversation online about the depths of algorithmic profiling and the sheer volume of data that major technology companies quietly accumulate regarding everyday consumer habits, preferences, and physical characteristics inferred through purchase behavior.
For users interested in uncovering what the e-commerce titan has surmised about them, the profile data is tucked away within account settings. On a desktop computer, you can find this page by hovering over where Amazon says "Hello, [your name]" in the upper right-hand corner of the webpage. From there, click "Account" under the "Your Account" section. Under the "Ordering and shopping preferences" section, click "Your Shopping preferences."
From this menu, users are traditionally able to add in information of their own volition, such as shoe sizes, specific personal interests, and dietary preferences. However, the viral fascination is not about telling Amazon that it should stop trying to sell beef jerky to a vegetarian; rather, it is about checking whether Amazon’s automated systems have drawn remarkably blunt conclusions about your lifestyle or body, such as the infamous assumption that a customer has flat buttocks. When you scroll to the bottom of the page, you will see a blue hyperlinked option that says "Manage your information." Once you click that link, you are presented with a detailed breakdown of the various profiles and data points Amazon has quietly compiled about you.
On the mobile application, the path to this data is slightly different but similarly accessible. You can navigate there by clicking the hamburger menu icon located on the bottom menu bar, then navigating successively through Account, Shopping preferences, and finally, About you.
The findings across various user accounts range widely from mundane to startlingly accurate. For some reviewers and tech writers exploring the feature, Amazon successfully gleaned that they are individuals who "practice photography," "play collectible card games," and are deeply "invested in the Apple ecosystem." These inferences are entirely true based on order history. Amazon has even managed to flatter certain users by noting that they "read diverse non-fiction," prompting reactions of mild amusement and validation from customers who appreciate the acknowledgment of their intellectual pursuits.
Other colleagues across tech publications found that Amazon correctly noted their distinct interests in vinyl records and ceramics, as well as a penchant for "natural materials" in home decor and clothing that "prioritizes comfort." None of these professionals found anything quite as startlingly personal or affronting as the conclusion that someone "has flat buttocks," though the original Threads user noted that this particular algorithmic deduction was likely the direct result of purchasing "butt scrunch leggings."
Incidents like this highlight a broader, ongoing reality of the modern digital landscape. Technology companies know an immense amount about us, and it can be jarring to realize just how closely they are paying attention to how we interact with their platforms and spend our money. We live in a world of increasingly alarming digital surveillance and data collection, but for many everyday shoppers, discovering these hidden profile pages offers a rare, slightly humorous glimpse behind the curtain of corporate algorithms—even if it occasionally results in your favorite online store calling you out a bit too accurately.
