Woman checks the ‘About You’ section on her Amazon account. Then she sees what the app has allegedly inferred about her: ‘They’re not wrong’

In a TikTok video, Sarah (@sarahesterman) shared an observation that is probably unheard of. After seeing people share their experiences on Instagram Threads, Sarah said she opened the “About You” section in her Amazon app to see what it had learned about her from her interactions. 

Sarah showed her audience that under “Home & Family,” the app had noted, “Has a bad father.” We often worry about the impression we make on others, but Sarah found out what one of the world’s leading e-commerce apps thinks of her.

Laughing at the inference the app drew, Sarah said, “They’re not wrong.” Sarah explained that the section said Amazon uses these details to personalize users’ experiences and suggested it may draw on information such as her purchase history, preferences, and cookies. 

Amazon “automatically” collects data to improve customer experience

Sarah’s video has raised concerns in the comments about the kind of information Amazon collects to draw such conclusions. While Amazon hasn’t disclosed the ways it collects information for the “About You” section specifically, a simple internet search gives some idea.

According to Amazon’s FAQs, in addition to the information customers provide, Amazon may “collect information automatically to improve your Amazon experience.” The website says it can collect this automatic data in different ways while you’re on it, including when you interact with the website, its products, and services.

The website also outlines the other ways it collects data: from information customers provide, information collected automatically, and information from other sources. A quick look at its Privacy Policy shows how Amazon uses this “personal information.”

According to them, they use it to purchase and deliver products and services; to provide, troubleshoot, and improve Amazon Services; and to provide recommendations and personalize experiences. They also use it to provide voice, image, and camera services; comply with legal obligations; communicate with customers; support advertising; and prevent fraud and assess credit risk. 

Not everyone agrees with what Amazon thinks about them

After Sarah posted her results, others shared theirs in the comments. One person wrote, “I know that’s right” and posted a screenshot showing, under product preferences, that they disliked any product designed using AI.

However, not everyone considered their results accurate which by the way, are editable according to Business Insider. For example, one person shared a screenshot showing that “enjoys outdoor activities” appeared under Interests and Hobbies. More surprisingly, under Home and Family, it stated that they had a rat named Ethan living in the ceiling. In response, the person wrote, “I DO NOT.”

Sarah’s experience with Amazon’s “About You” feature shows how technology can sometimes reveal unexpectedly personal details about our lives, some of which may or may not be accurate. While her story makes for a fun little experiment and a chance to share a laugh, it also underscores the importance of protecting our digital privacy and, first and foremost, being aware of what we share with them. 

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