Amazon uses cookies and tracking pixels to follow your activity across Amazon's own sites and on third-party websites across the internet, including to serve you targeted ads off 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
The provision establishes the operational basis for Amazon's use of persistent tracking across multiple domains and devices, enabling both essential service functions (authentication, shopping cart persistence) and commercial functions (interest-based advertising, performance reporting).
Amazon places tracking cookies that follow your internet browsing across third-party websites and uses this cross-site data to build advertising profiles and target you with personalized ads on and off Amazon — your browsing behavior on non-Amazon sites contributes to your Amazon advertising profile.
How other platforms handle this
Information from cookies and similar technologies. See our Cookies Policy for more information. Information we receive from our marketing partners, including in some instances what marketing content you viewed or the actions you take on and off our Sites and Apps, to better understand your preferenc...
We automatically collect certain information from your device, including information about your web browser, IP address, time zone, and some of the cookies that are installed on your device. Additionally, as you browse the Service, we collect information about the individual web pages or products th...
Cookies are small data files that are commonly stored on your device when you access websites and online services. The text in a cookie contains a string of numbers and letters that may uniquely identify a device and can contain other information as well. This allows the web server to recognize your...
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"We use cookies, pixels, and other technologies (collectively, 'cookies') to recognize your browser or device, learn more about your interests, provide you with essential features and services, and to perform other functions such as: recognizing you when you sign in to use our services, keeping track of items stored in your shopping basket, conducting research and diagnostics to improve Amazon's content and services, preventing fraudulent activity, improving security, delivering content including ads that are relevant to your interests on Amazon sites and third-party sites, and reporting on the performance of Amazon's services and advertising.— Excerpt from Amazon Marketplace's Amazon Privacy Notice
REGULATORY FRAMEWORK: EU ePrivacy Directive (2002/58/EC) requires prior informed consent for non-essential cookies — this applies to Amazon's advertising and analytics cookies for EU/UK users. GDPR Art. 6(1)(a) (consent as lawful basis for tracking cookies). CCPA/CPRA §1798.121 (sensitive personal information) and §1798.120 (opt-out of sharing via cookies for advertising). FTC Act Section 5 for deceptive tracking disclosures. California's proposed regulations on dark patterns in cookie consent interfaces are directly relevant. Enforcement by EU/UK DPAs, CPPA, and FTC.
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The provision establishes the operational basis for Amazon's use of persistent tracking across multiple domains and devices, enabling both essential service functions (authentication, shopping cart persistence) and commercial functions (interest-based advertising, performance reporting).
Amazon places tracking cookies that follow your internet browsing across third-party websites and uses this cross-site data to build advertising profiles and target you with personalized ads on and off Amazon — your browsing behavior on non-Amazon sites contributes to your Amazon advertising profile.
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