Where to find 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 your name or "Account & Lists" in the top right), then select Your Account. From there, look for Following — it's usually grouped with other social features like your reviews and lists.
Once you click Following, you'll see everyone you're subscribed to: brands, influencers, and other Amazon shoppers. The page shows their profile picture, name, and a brief description of what they post. You can scroll through the entire list or use the search box at the top to find a specific person or brand quickly.
If you're on the Amazon mobile app, the path is slightly different. Tap the menu icon (three horizontal lines) at the bottom right, then go to Your Account > Following. The layout is the same — you'll see all your follows in one place.
Key Takeaways
- Your follow list is in Account & Lists > Your Account > Following on both the website and mobile app.
- You can see the profile, name, and description of everyone you follow in one scrollable list.
- Use the search box on the Following page to find a specific person or brand without scrolling through everyone.
- Following someone on Amazon means you see their posts, product recommendations, and activity in your feed — it's different from subscribing to a product.
What "following" actually means on Amazon
Following on Amazon is not the same as bookmarking or saving a product. When you follow a person or brand, you're subscribing to see their posts and recommendations in your Amazon feed. This is similar to following someone on social media — their activity shows up for you to see.
Amazon lets you follow individual shoppers (people who post reviews and lists), brands (official company accounts), and influencers (people Amazon has verified as content creators). Each type of follow works the same way: their posts appear in your feed, and you can see what they're recommending or discussing.
Following is public by default, meaning other people can see that you follow someone. However, you can unfollow anyone at any time from your Following list — just click the Following button next to their name to toggle it off.
Why you might not see someone you thought you followed
If you're looking for someone on your follow list and can't find them, they may have deleted their Amazon account or made their profile private. Amazon also removes accounts that violate its community guidelines, which would remove them from your follow list automatically.
Another reason: you may have unfollowed them without realizing it. If you accidentally clicked the follow button while browsing, it would have removed them from your list. Check your Amazon feed or search for their name directly on Amazon to see if their account still exists.
Sometimes a brand or influencer changes their account name or username. If you followed them under their old name, searching for their new name won't show them in your follow list — you'd need to find their new account and follow it separately.
Managing your follow list
You can unfollow anyone from your Following page by clicking the Following button next to their name. It will change to Follow, and they'll be removed from your list when ready. You won't get a notification that you unfollowed them, and they won't be notified either.
If you want to stop seeing someone's posts without unfollowing them, you can mute them instead. On their profile page, look for a menu icon (three dots) and select Mute. This hides their posts from your feed but keeps them on your follow list — useful if you want to follow them again later without having to search for them.
To follow someone new, visit their profile or product page and click the Follow button. You can find new people to follow by browsing the Following tab in your feed, which shows posts from people you already follow and recommendations for similar accounts.
The difference between following and other Amazon features
Following is about seeing someone's posts and recommendations. Watchlist is about tracking specific products — you add items to your watchlist to monitor price drops or restocks, but you're not following the seller or brand. Lists are collections you create (like "gifts for my sister") that you can share with others or keep private.
You can also subscribe to a product for automatic deliveries, which is different from following. A subscription means Amazon will ship you the same item on a schedule you choose. Following the brand that makes that product means you'll see their posts and new product announcements.
If you want to see everything a specific seller offers, you can visit their storefront directly, but that's not the same as following them. Their storefront shows their inventory; following them shows their posts and recommendations.
Frequently Asked Questions
Can I see who follows me on Amazon?
No, Amazon doesn't show you a list of who follows you. You can see how many followers you have on your own profile, but not their names or identities. This is different from some social media platforms that let you see your follower list.
What happens to my follow list if I delete my Amazon account?
When you delete your Amazon account, your follow list is deleted along with it. If you later reactivate your account, your follow list will not be restored — you'll have to rebuild it from scratch.
Can I make my follow list private?
No, your follow list is public on Amazon. Anyone can visit your profile and see who you follow. However, you can control what posts you make public and what stays private in your own activity.
Does following someone on Amazon send them a notification?
Amazon doesn't notify people when you follow them. They may see a slight increase in their follower count, but they won't know it was you specifically unless they check their analytics.
Can I follow a brand that doesn't have an official Amazon account?
No, you can only follow accounts that exist on Amazon. If a brand doesn't have an official account, you can't follow them through Amazon's follow feature. You can still save their products to a list or watchlist instead.