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
Amazon's tracking technologies follow you beyond Amazon.com across the broader internet, building a detailed behavioral profile used for advertising — this is not limited to your activity on Amazon's own properties.
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
American gets this information by using technologies, including cookies, web beacons, and mobile device geolocation to provide and improve our Interactive Services and advertising, including across browsers and devices (also known as cross-device linking). This technical information may be combined ...
We use cookies and similar tracking technologies to track the activity on our websites and services and store certain information. Tracking technologies used include beacons, tags, and scripts to collect and track information and to improve and analyze our services. You can instruct your browser to ...
We use cookies, web beacons, pixel tags, and other tracking technologies to collect information about your use of our Services. This information may include your IP address, browser type, operating system, referring URLs, and information about how you interact with our Services.
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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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Amazon's tracking technologies follow you beyond Amazon.com across the broader internet, building a detailed behavioral profile used for advertising — this is not limited to your activity on Amazon's own properties.
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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