Your very public Amazon shopping history is a window onto your soul

Nobody means to lay bare the tragedies and triumphs of their lives when they leave a review for a really nice spatula. And yet here we are.

This is a different personal history to the one you’re curating on Facebook, Instagram and Twitter. It’s a quieter story of the prosaic and the profound, of the “robust” spatulas we buy for the kitchen and the “lovely” urns we buy for the ashes of our loved ones. For some, it’s a story told across hundreds of reviews spread over more than a decade. It’s the story of our lives, and it’s in equal parts poignant and unsettling. You are what you eat – or so the saying goes. Except you’re not, really. But you are what you buy on Amazon.


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