A Threads user discovered that Amazon's profile settings list assumptions about customers based on their purchase history, including a comment that the user "has flat buttocks." The individual shared the finding on the platform, noting surprise at the specificity of the inference alongside more routine observations like "Shops from women's departments" and "Probably owns a Shark robot vacuum." The post attracted over a million views within a day, prompting broader curiosity about what Amazon deduces about other users.

The profile insights appear in a section accessible through Amazon's account settings. On desktop, users can navigate to "Account" under "Your Account," then select "Shopping preferences" followed by "Your Shopping preferences" and finally "Manage your information" to view inferred traits. On mobile, the path involves tapping the hamburger menu, then proceeding to "Account," "Shopping preferences," and "About you." These settings allow users to add personal details such as shoe size or interests, though the system primarily generates inferences automatically.

One user reported that Amazon correctly identified their interest in vinyl records, ceramics, and comfort-oriented natural materials for home decor and clothing. Another colleague confirmed accurate inferences about their engagement with photography and collectible card games. The "flat buttocks" label reportedly emerged in a profile after purchases of "butt scrunch leggings," suggesting the algorithm may connect related product categories.

Amazon's ability to infer personal attributes from purchase patterns reflects broader data collection practices that many users find intrusive yet revealing. While some inferences align with self-described habits, others highlight the extent to which platforms can extrapolate seemingly private characteristics from commercial behavior. The company has not issued a formal explanation for the specific label.

Amanda Silberling, a senior writer at TechCrunch covering technology and culture, has reported on digital privacy and platform transparency. She previously contributed to Polygon, MTV, the Kenyon Review, NPR, and Business Insider, and co-hosts the podcast "Wow If True" with Isabel J. Kim. Prior to TechCrunch, she worked in grassroots organizing, museum education, and film festival coordination. Silberling holds a B.A. in English from the University of Pennsylvania and was a Princeton in Asia Fellow in Laos.

For inquiries, Silberling can be reached at amanda@techcrunch.com or via encrypted Signal message at @amanda.100. TechCrunch may earn a commission on purchases made through links in its articles, though this does not influence editorial content.