What Amazon's customer profiles got right — and hilariously wrong — about us

Amazon's "About You" page has become the talk of Business Insider's newsroom this week, as people have been sharing their personalized shopping profiles online. Some insights were accurate, while others were oddly specific. Thomas Gryta, Business Insider's interim corporate editor, shared that Amazon thinks he loves beef jerky, despite his actual preference for energy bars and vitamins.

Gryta joked that the profile feels like a judgment from a nutritionist. The page, launched in May, pulls data from a customer's search history, purchase history, product reviews, and interactions with Amazon's Alexa Shopping assistant. Amazon claims that the goal is to help customers find products that better suit their needs, and users can edit or remove information from their profiles.

However, many Business Insider staff members found the profile to be a mix of accurate and inaccurate descriptions. Insights included correct guesses about where users live, their grocery preferences, and their pet ownership, but also inaccurate information about family size and personal relationships. Business Insider invites readers to share their own amusing or surprising Amazon "About You" stories.