Amazon's personalised shopping system is raising privacy concerns after users discovered unexpectedly intimate assumptions about themselves on its newly introduced “About You” page.
The feature allows customers to review and edit personal information Amazon uses to generate shopping recommendations based on their digital activities.
Controversy emerged when one shopper reportedly discovered a profile description referencing her physical appearance, potentially inferred from a previous clothing purchase.
Amazon's profiling system draws insights from purchase histories, product searches, wish lists, reviews and Alexa shopping interactions to understand consumer preferences.
However, such automated assumptions can be misleading.
Products purchased as gifts or searched out of curiosity may incorrectly influence an individual's personal profile.
The development highlights growing concerns about AI-driven consumer surveillance, algorithmic profiling and the transparency of personal data processing across major e-commerce platforms.
The Privacy Outlook is While Amazon offers profile-editing controls, consumers cannot simply disable the entire feature. The controversy reinforces the need for meaningful consent, data minimisation and stronger accountability in AI-powered personalisation.
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