Amazon user data reveals company infers personal traits like body shape from purchases

Amazon uses customer purchase history to build detailed user profiles that include inferred personal characteristics. These profiles, accessible in user account settings, can contain unusual or specific attributes like body shape perceptions. The practice gained attention after users shared examples on social media, such as one user being labeled as having "flat buttocks." Other examples include Amazon inferring a user's level of trust in people, highlighting the granular nature of the data Amazon collects and analyzes.