What Amazon's customer profiles got right
Amazon's "About You" shows customers what it infers from their shopping activity. We asked Business Insider staff to check theirs.
TL;DR
- Amazon's "About You" page generates customer profiles using data from searches, purchases, lists, reviews, and Alexa interactions.
- The feature aims to help customers find products that better suit their needs, with options to update or remove profile details.
- Many Business Insider employees found their profiles contained a mix of accurate and bizarrely incorrect inferences.
- Common accurate observations included pet ownership, grocery preferences, and living locations, while inaccurate judgments ranged from family size to personal tastes and even relationship details.
- The "About You" page has been a topic of conversation, with users sharing both accurate and humorous misinterpretations from their profiles.