The notice discloses that Amazon shares advertising identifiers (cookies, device identifiers, or cryptographic codes derived from email addresses) and ad effectiveness estimates with third-party ad companies, and that some of those ad companies may use this information to serve ads from advertisers other than Amazon.
This analysis describes what Amazon Marketplace's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
This provision establishes a data flow from Amazon to third-party advertising partners that may extend beyond Amazon's own advertising ecosystem, as the notice states that some ad companies may use shared identifiers to serve ads from other advertisers. This data flow may require evaluation under CCPA cross-context behavioral advertising opt-out requirements and similar state frameworks.
The updated privacy notice explicitly discloses that Amazon uses machine learning and artificial intelligence to support and enhance customer experience, including developing and deploying generative AI models and services. Under the revised policy, your personal information may be used for these AI development purposes. Amazon added a reference to its Generative AI Development Disclosure for additional details on how data is used in this context. You can review the Generative AI Development Disclosure linked in the updated privacy notice for more specific information about AI model development.
View change record →This new provision explicitly details the sharing of pseudonymous advertising identifiers with third-party ad companies, clarifying data sharing practices that go beyond the previous interest-based advertising disclosure.
View full change record →Under this clause, advertising identifiers linked to user devices and ad interaction estimates are shared with third-party ad companies, and the agreement states that some of those companies may use the information for advertising from third-party advertisers beyond Amazon. Consumers can opt out of personalized advertising by visiting Amazon's Your Ads Privacy Choices page.
Cross-platform context
See how other platforms handle Advertising Identifier Sharing with Third-Party Ad Companies and similar clauses.
Compare across platforms →"We provide ad companies with information that allows them to serve you with more useful and relevant Amazon ads and to measure their effectiveness. We never share your name or other information that directly identifies you when we do this. Instead, we use an advertising identifier like a cookie, a device identifier, or a code derived from applying irreversible cryptography to other information like an email address. For example, if you have already downloaded one of our apps, we will share your advertising identifier and data about that event so that you will not be served an ad to download the app again. While we do not share your specific shopping actions like purchases, product views, or searches with ad companies, we may share an advertising identifier and an estimate of the value of the ads they show you on our behalf so they can serve you with more effective Amazon ads. Some ad companies also use this information to serve you relevant ads from other advertisers.Excerpt from Amazon Marketplace's Amazon Privacy Notice
1) REGULATORY LANDSCAPE: This provision engages CCPA and CPRA cross-context behavioral advertising requirements, which grant California residents the right to opt out of sharing of personal information for cross-context behavioral advertising.
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This provision establishes a data flow from Amazon to third-party advertising partners that may extend beyond Amazon's own advertising ecosystem, as the notice states that some ad companies may use shared identifiers to serve ads from other advertisers. This data flow may require evaluation under CCPA cross-context behavioral advertising opt-out requirements and similar state frameworks.
Under this clause, advertising identifiers linked to user devices and ad interaction estimates are shared with third-party ad companies, and the agreement states that some of those companies may use the information for advertising from third-party advertisers beyond Amazon. Consumers can opt out of personalized advertising by visiting Amazon's Your Ads Privacy Choices page.
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