How to find out if Amazon thinks you have ‘flat buttocks’

A shopper’s Threads post drew attention to an Amazon page that lists assumptions the company has inferred from users’ purchases, including highly personal or awkward categories such as “flat buttocks.” The post highlights how retail data can surface surprising consumer profiles that many users may not realize exist.

The episode underscores growing discomfort with how e-commerce platforms convert everyday shopping behavior into detailed identity and body-related signals. As consumers become more aware of data inference, retailers may face more pressure to make ad profiling easier to find, understand, and control.