The notice discloses that Amazon's physical retail locations may collect data about in-store customer activity using cameras, computer vision technology, sensors, and related tools.
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 legal basis for collecting biometric-adjacent behavioral data in physical retail environments, which may engage state biometric privacy statutes and consumer notification requirements depending on the jurisdiction of the physical store location.
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 →⚠ In-store activity data collection via cameras, computer vision, and sensors will apply as stated during any visit to Amazon physical store locations.
Cross-platform context
See how other platforms handle In-Store Sensor, Camera, and Computer Vision Data Collection and similar clauses.
Compare across platforms →"Our physical stores may use cameras, computer vision, sensors, and other technology to gather information about your activity in the store, such as the products and services you interact with.Excerpt from Amazon Marketplace's Amazon Privacy Notice
1) REGULATORY LANDSCAPE: This provision may require evaluation under Illinois BIPA, which regulates collection of biometric identifiers and biometric information including facial geometry derived from images, enforced through private right of action with statutory damages.
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This provision establishes a legal basis for collecting biometric-adjacent behavioral data in physical retail environments, which may engage state biometric privacy statutes and consumer notification requirements depending on the jurisdiction of the physical store location.
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