Amazon Reportedly Has Detailed Profiles on 250 Million Americans — Here's How to See Yours

A new report claims Amazon has built detailed behavioral profiles on roughly 250 million American shoppers, and the assumptions go way beyond your order history. According to the report, the company infers things like body type, clothing size, relationship status, food preferences, and daily routines. One customer discovered Amazon knew she reads Kindle books in the bathroom. Another was reportedly labeled as having“no friends.”If that stings, imagine finding out from a shopping app.

The report describes these dossiers as a kind of digital twin that can predict and nudge your behavior. Most of it comes from purchases, not anything you knowingly shared, and the article argues consumers have an implicit right to know what companies collect about them. The good news is you can review some of Amazon’s assumptions through your Account settings and privacy preferences, though the tool won’t stop all data collection, and limiting it means digging through personalization and advertising menus.

So the question is whether free two-day shipping is worth this level of insight into your life. We want to hear from you: what’s the creepiest thing Amazon or another app has ever guessed about you? Drop it in the comments.