Finding your Amazon follow list
Your Amazon follow list lives in your account settings, not on the main shopping page. Go to amazon.com, click the account icon (usually in the top right), and select Your Account. From there, look for Following or Followed Accounts — the exact label varies by whether you're on desktop or mobile, but it's always in the account menu.
Once you're in that section, you'll see a list of every brand, celebrity, or public figure you've chosen to follow. You can scroll through the entire list, unfollow anyone by clicking the button next to their name, and see what content they've posted that Amazon shows to followers.
The follow feature on Amazon works differently than social media. When you follow a brand or person on Amazon, you're signing up to see their product launches and posts in a dedicated feed, not their personal updates. It's closer to subscribing to a store's newsletter than following someone on Instagram.
Key Takeaways
- Your follow list is in Your Account settings under Following, not on your home page or shopping history.
- Amazon shows you followed accounts' new products and posts in a separate feed you can visit anytime.
- You can unfollow anyone directly from your list without affecting your shopping history or recommendations.
- Following on Amazon is optional and only shows you content from accounts you've deliberately chosen.
Where the follow list appears on different devices
On a desktop computer, click the account icon in the top right corner of any Amazon page. A dropdown menu appears with several options. Select Your Account, then look for a section labeled Following or Accounts & Lists. The exact wording depends on your region and whether your account is set to a particular country's Amazon site.
On a phone or tablet using the Amazon app, tap the menu icon (three horizontal lines) at the bottom right of the screen. Scroll down and tap Your Account. From there, tap Following to see your list. If you're using a mobile web browser instead of the app, the process is the same as desktop — tap the account icon and navigate to Your Account.
If you can't find the Following section, your account may not have followed anyone yet, or the feature may not be available in your country. Amazon's follow feature is available in the United States, United Kingdom, Canada, and several other regions, but not everywhere.
What you can do from your follow list
Once you're viewing your follow list, you have a few options for each account. Next to each name, you'll see an Unfollow button. Clicking it removes that account from your list immediately. Unfollowing doesn't delete your purchase history, change your product recommendations, or notify the account you unfollowed.
You can also click on an account name to visit their storefront or profile page. This shows you their recent posts, new product launches, and any deals they've announced. Some brands use this space to share behind-the-scenes content or exclusive information for followers.
Amazon doesn't show you when you followed an account or let you sort your list by follow date. You can only view the list in the order Amazon displays it, which typically groups verified brands and public figures separately.
How to follow new accounts from your list
You can't follow new accounts directly from your follow list page. Instead, you follow accounts while browsing. When you're on a brand's storefront or a public figure's profile page, look for a Follow button, usually near the top of the page. Click it to add them to your list.
Some product pages also have a follow option. If you're viewing an item sold by a brand with a storefront, you may see a Follow button next to the seller's name. Clicking it adds that brand to your follow list.
You can also follow accounts through Amazon's search results. Search for a brand or public figure, and if they have an official Amazon storefront, a follow button often appears in their result card.
Why your follow list might be empty
If you navigate to your Following section and see no accounts, it means you haven't followed anyone yet. This is normal — following is entirely optional on Amazon. Most shoppers never use the feature and shop without it.
It's also possible the feature isn't available in your region. Amazon rolled out the follow feature gradually, and some countries don't have access to it yet. If you can't find the Following section after checking Your Account multiple times, your region may not support it.
Another reason your list might appear empty is if you've unfollowed everyone. If you previously followed accounts but no longer see them, you may have cleared your list at some point, or those accounts may have been removed by Amazon.
Difference between following and other Amazon features
Following is separate from your Watchlist, which tracks individual products you're interested in. Your Watchlist shows you price drops on specific items. Your follow list shows you new products and posts from accounts you're interested in. You can have both without them affecting each other.
Following is also different from Subscribe & Save, which is a recurring delivery service for products you buy regularly. Following doesn't set up any automatic purchases or subscriptions — it only shows you content in a feed.
Your follow list is also separate from your Recommended For You section, which Amazon builds based on your browsing and purchase history. Following gives you control over what you see, while recommendations are generated by Amazon's algorithm.
Frequently Asked Questions
Can other people see who I follow on Amazon?
No. Your follow list is private and visible only to you. Other shoppers cannot see who you follow, and accounts you follow cannot see your follow list. Amazon doesn't share this information publicly or with the accounts themselves.
Does following someone on Amazon affect my product recommendations?
Following an account doesn't directly change your recommendations, but visiting their storefront and browsing their products does. Amazon tracks what you look at and uses that to suggest similar items. Following just organizes content in a separate feed.
What happens if I unfollow an account?
Unfollowing removes them from your list and stops their posts from appearing in your follow feed. It doesn't affect your purchase history, delete past orders, or change your recommendations. You can follow them again anytime by visiting their storefront.
Can I follow a regular seller or only big brands?
You can only follow accounts that have set up an official Amazon storefront or are verified public figures. Regular sellers without a storefront don't have a follow option. Most small sellers don't have storefronts, so following is mainly for established brands and celebrities.
Is there a limit to how many accounts I can follow?
Amazon doesn't publish a limit on the number of accounts you can follow. In practice, you can follow hundreds of accounts without issue. The only limit is the number of accounts with official storefronts on Amazon.