Newsbite analysis · Business
TechCrunch
How to find out if Amazon thinks you have 'flat buttocks'
Amazon is using customer purchasing data to create personal profiles that sometimes include surprising and intimate assumptions, as revealed by a user on Threads. The user found out that Amazon assumed she has 'flat buttocks' based on her purchase history, sparking curiosity and discomfort among users regarding the extent of data collection. This incident highlights the invasion of privacy by tech companies and how closely they analyze consumer behaviors to tailor shopping experiences.
MonitorConfidence: HighImmediate horizonStory: First reportReputational risk: High
EvidenceOn record sourcesNo quotes
Published 7 Oct 2026, 00:40 UTC3 min read
Lead image — TechCrunch
Brief
NewsBite reading:Exploring Amazon's Intrusive User Profiling Based on Purchases
TL;DR
- Amazon collects detailed data based on users' shopping habits.
- One user discovered an assumption that she has 'flat buttocks.'
- Many users are surprised by Amazon's insights into their profiles.
- Users can view their profiles by navigating through account settings.
- Findings include both benign and personal insights, creating discomfort.
Interesting facts
- The incident gained over a million views within a day on Threads.
- The revelations can lead to discussions on data privacy.
- Some users were positively noted for their intellectual interests.
What changed
The article highlighted the extent of Amazon's personalization based on customer purchase data.
Unchanged: The standard practice of data collection based on shopping behavior continues unchanged.
Decision signal
Decision brief
Actionable takeaways
- Review your Amazon profile to understand the assumptions made about you.
- Consider the implications of how much personal data you share online.
- Engage in discussions about data privacy rights and protections.
- Monitor changes in Amazon's data usage policies and practices.
Decision signal
Monitor
Action required
None
Event status
Announced
Technical significance
Meaningful
Competitive impact
Neutral
Source reliability
High
Impact certainty
High
Novelty
Medium
Execution risk
Low
Strategic weight
High
Trend: Mature
- increased surveillance and data collection by tech companies
- growing consumer awareness and concern over privacy issues
Personalized guidance
Audience lens
Board
- Consider the implications of data privacy and make strategic decisions regarding transparency.
CTO
- Review data collection practices to ensure compliance and ethical standards.
Startup founders
- Opportunities exist to develop privacy-focused solutions.
Investors
- Investors should be wary of tech companies facing increased scrutiny over user data practices.
Policy
- We may expect stronger regulations on personal data handling.
Engineering
- Data handling protocols need reviewing for improvements.
Developers
- Developers should prioritize user consent and transparency in features.
Consumers
- Consumers should stay informed about how their data is used.
Sentiment signal
Sentiment
Mood: Cautious
The tone of the news is cautious, reflecting on surprising and unsettling personal insights that complicate the relationship between consumers and tech companies.
Drivers
personal assumptions revealed based on purchasessurprise and discomfort among users
By category
privacyNegative
Concerns over user privacy are heightened as Amazon's data collection practices become public.
businessNeutral
While this incident could damage consumers' trust, it highlights Amazon's extensive data analytics capabilities.
Notable entities
AmazoncompanyNegative
Amazon is seen as intrusive in personal data collection practices.
Market signal
Impact & reach
Amazon's revelation of personalized assumptions based on purchase history.
This situation raises critical concerns about privacy and how much tech companies know about individual users, challenging the ethics of data handling. Such revelations could lead to calls for better data protection practices and transparency in how consumer data is utilized.
consumersNegative
Consumers may feel uncomfortable with the extent of data collection and personalization.
Geographic focus
GlobalNegative
Privacy concerns are universal and affect all users of Amazon worldwide.
Likely losers
Amazon
Risk signal
Risk radar
Cybersecurity riskLow
No cybersecurity incidents reported in this piece.
Data governance riskMedium
Potential risks arise from data privacy violations.
Reputational riskHigh
Reputational damage can arise from perceived invasiveness.
Execution riskLow
No execution challenges presented.
Infrastructure riskLow
No significant infrastructure risks identified.
Geopolitical riskLow
No immediate geopolitical implications are noted.
Regulatory riskMedium
Increased scrutiny over data practices could lead to regulatory changes.
Supply chain riskLow
Changes in consumer trust may affect future sales.
Talent displacement riskLow
No immediate impact on workforce noted.
AI liability riskLow
Not applicable in this context.
Sourcing
Sources & evidence
The automated analysis found no sources named in the text.