The notice states that Amazon uses customer personal information to develop and deploy generative AI models and services, treating this as a standard operational purpose under the broader category of improving Amazon Services.
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 generative AI model development as a disclosed operational data use purpose, potentially without a separate consent mechanism distinct from the general consent-by-use framework the notice asserts. Compliance teams operating under GDPR, UK GDPR, or US state privacy frameworks should evaluate whether this purpose is adequately supported by the legal basis and purpose limitation requirements applicable to their user populations.
The updated privacy notice explicitly discloses that Amazon uses machine learning and artificial intelligence to process information from carriers and other sources, and that this data is used to develop and deploy generative AI models and services. The notice also now states that Amazon collects information about how you interact with ads served on third-party websites and apps, and receives advertising-related information and identifiers from third parties. These disclosures clarify practices that may have been previously implied but are now stated directly in the privacy notice.
View change record →⚠ Personal data will be used for generative AI model development as stated in the notice terms by continuing to use Amazon Services.
Cross-platform context
See how other platforms handle Generative AI Model Development Using Personal Data and similar clauses.
Compare across platforms →"We use your personal information to provide functionality, analyze performance, fix errors, and improve the usability and effectiveness of the Amazon Services. In so doing, we use machine learning and artificial intelligence to support and enhance the customer experience across our products and services. This includes using data to develop or deploy our generative AI models and services. See our Generative AI Development Disclosure for more information.Excerpt from Amazon Marketplace's Amazon Privacy Notice
1) REGULATORY LANDSCAPE: This provision engages GDPR Articles governing lawful basis for processing and purpose limitation, enforced by EU national data protection authorities and the European Data Protection Board.
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This provision establishes generative AI model development as a disclosed operational data use purpose, potentially without a separate consent mechanism distinct from the general consent-by-use framework the notice asserts. Compliance teams operating under GDPR, UK GDPR, or US state privacy frameworks should evaluate whether this purpose is adequately supported by the legal basis and purpose limitation requirements applicable to their …
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