Amazon’s About You told one user she had ‘flat buttocks’ and the internet took notice

Amazon shoppers are sharing unusual assumptions listed in the retailer's About You profile page. The viral entries are funny, but they also raise questions about personalisation, accuracy and privacy.

Amazon users are sharing screenshots from an account page called ‘About You’, which lists the interests, habits and personal traits the company associates with them for shopping recommendations. One viral example said a customer “has flat buttocks”, an unusually blunt inference that reportedly followed shopping activity linked to shaping leggings.

The page turns routine personalisation into a visible profile. Some entries are ordinary, such as interests in coffee, gaming or photography. Others make awkward or........

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