How To Find Out Exactly What Amazon Thinks About You
Summary
Amazon has introduced a new "About You" feature that shows users some interests and traits the company thinks match them based on their shopping and interaction history. This tool lets customers see and change the categories Amazon uses to describe them, which range from simple interests to more personal details.Key Facts
- Amazon's "About You" feature is available on its desktop site under account settings.
- The feature displays categories Amazon has assigned to users based on shopping, orders, and Alexa conversations.
- Examples of categories include owning a cat, having a game console, or other more surprising labels.
- Customers can view, remove, or update these categories to improve accuracy.
- This profiling helps Amazon personalize product recommendations and advertisements.
- In 2023, the FTC fined Amazon $25 million over issues with retaining children's Alexa data without proper deletion.
- Amazon uses both rules-based and model-based methods to create these customer profiles.
- Some users have shared unusual or sensitive categories found in their profiles, highlighting concerns about data tracking and interpretation.
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