Amazon Customer Says Shopping Profile Included Body-Shape Label

An Amazon customer using the pseudonym @fangirlinmegan says the company’s internal profiling assigned her a body-shape description based on her purchase history, according to Bitcoin.com News.

The customer said the profile described her as having flat buttocks. Her account of the label spread on social media, bringing attention to the personal details that shopping records may reveal or suggest.

The report raises questions about how machine learning and natural language processing can turn purchase data into inferred physical characteristics. It also points to privacy concerns surrounding customer profiling under the EU’s General Data Protection Regulation.