How to Find Who You Follow on Amazon
Amazon's Follow feature is easy to overlook — it sits quietly in the background while you shop, browse, and read reviews. But once you've followed a few brands, sellers, or influencers through Amazon's storefront and content ecosystem, knowing where to manage those connections becomes genuinely useful. Here's exactly how the feature works and where to find your following list.
What "Following" Actually Means on Amazon
Amazon uses a follow system across a few distinct contexts, and it's worth separating them before diving into navigation:
- Brand and seller storefronts — You can follow official brand pages directly on Amazon, which surfaces their new products and posts in your feed.
- Amazon Inspire and Posts — Amazon has a TikTok-style shoppable feed where influencers and brands publish content. Following creators here keeps their posts in your Inspire feed.
- Amazon Live creators — Hosts who stream live shopping content can also be followed, keeping you notified of upcoming streams.
These aren't always managed in the same place, which is part of why finding your following list isn't completely obvious.
How to Find Who You Follow on Amazon 📱
On the Amazon Website (Desktop or Mobile Browser)
- Go to Amazon.com and sign in to your account.
- Hover over or tap "Account & Lists" in the top-right corner.
- Select "Account" from the dropdown.
- Scroll down to the "Communication and content" section.
- Look for "Follow on Amazon" or navigate directly to your Amazon profile page.
Alternatively, you can access your profile — which displays who you follow and your public activity — by going to:
Amazon.com → Your Account → Profile
Your public Amazon profile page shows your follows, wish lists (if public), and reviews. From here, you can see the accounts and brands you're currently following and unfollow any of them.
Through the Amazon Mobile App
- Open the Amazon Shopping app.
- Tap the person icon or "Account" tab at the bottom of the screen.
- Select "Your Account."
- Scroll to find "Your Amazon profile" or look under "Browsing history and personalization."
- Tap your profile to view followers, following, and any public lists.
For Amazon Inspire specifically (the shoppable video and photo feed):
- Tap the diamond/sparkle icon in the app's bottom navigation bar to open Inspire.
- Tap your profile icon within the Inspire section.
- Here you'll see accounts you follow within the Inspire ecosystem.
Finding Followed Amazon Live Creators
Amazon Live follows are managed slightly separately:
- Visit amazon.com/live or tap "Amazon Live" within the app.
- Navigate to your profile or the "Following" tab within the Live section.
- Followed creators will appear here, along with any upcoming streams from accounts you follow.
Why Your Following List Might Look Different Than Expected
Several variables affect what you see — and where:
| Variable | What It Affects |
|---|---|
| App version | Older app versions may not show the Inspire tab or updated profile layout |
| Account region | Some features (like Inspire) are only available in certain countries |
| Account type | Business accounts and standard consumer accounts have different profile layouts |
| Device type | Desktop vs. mobile app navigation paths differ noticeably |
| Feature rollouts | Amazon rolls out UI changes gradually, so not everyone sees the same layout |
If you're not seeing a "Following" section where guides suggest it should be, an app update or a region limitation is the most likely explanation — not user error.
The Difference Between Following and Subscribing 🔔
It's easy to confuse Amazon's Follow feature with Subscribe & Save, which is a recurring delivery program for physical products. They're completely separate:
- Following a brand or creator = seeing their content and posts in your feed
- Subscribe & Save = automated repeat purchases at a discount
You can follow a brand without subscribing to any of their products, and vice versa. Your subscription management lives under "Manage Subscribe & Save" in your account — not in your profile or following list.
What You Can Do From Your Following List
Once you find your following list, you have a few straightforward options:
- Unfollow any brand, seller, or creator
- Visit their storefront or profile to browse recent posts or products
- Adjust notification preferences for followed creators (available for Amazon Live)
Amazon doesn't currently offer a way to export your following list or bulk-unfollow — each unfollow is done individually.
When Following Data Affects Your Experience
Your follow activity shapes what appears in:
- The Amazon Inspire feed — weighted toward creators and brands you follow
- The Amazon homepage — occasionally surfaces posts from followed brands
- Amazon Live notifications — if enabled, alerts you when followed creators go live
The degree to which following actually changes your browsing experience depends on how actively Amazon has rolled out personalization features to your account and region — and how many accounts you've followed to begin with. A single followed brand may barely register in your feed; a dozen active creators will noticeably shift what Amazon surfaces to you.
Whether managing those follows matters to you depends on how you actually use Amazon — as a straightforward shopping tool, or as a content and discovery platform.