Amazon Clarifies 'About You' AI Customer Profiles Rely Solely on First-Party Data

Amazon stated that its viral 'About You' customer profiling tool uses only first-party platform data rather than third-party sources. The feature, launched in beta in May, gained widespread social media attention in October 2026 as users discovered specific and unusual algorithmic inferences about their physical traits, habits, and families. The system generates 30 to 45 automated observations per user from search logs, purchases, saved lists, reviews, and Alexa for Shopping interactions. Amazon allows customers to edit or delete profile inferences to adjust recommendations, though underlying transaction logs remain stored.