Amazon automatically enrolls you in targeted advertising using your purchase history, browsing behavior, and third-party site visits — you must actively opt out to stop receiving personalized ads, though you will still receive ads.
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 clause establishes Amazon's operational practice of collecting and using behavioral data to inform ad targeting, while preserving a baseline ad delivery mechanism regardless of user preference settings. This creates a distinction between personalized and non-personalized ad delivery tied to user election.
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 →Your purchase history, browsing behavior, and cross-site activity are automatically used to target you with personalized ads unless you proactively visit Amazon's Advertising Preferences page to opt out — this affects your privacy across the broader web, not just on Amazon.
How other platforms handle this
The types of third parties your information may be disclosed to include: our resellers and other sales and advertising partners, retailers, advertisers, ad agencies, advertising networks and platforms, information service providers, fraud monitoring and prevention providers, and publishers.
We do not sell or share your personal data for cross-context behavioral advertising. You can always opt out of Oura direct marketing communications, though you may still see marketing messaging within the Oura App.
we may share data between our affiliates for the safety and security of our users and may take necessary actions if we believe you have violated these Terms, including banning you from our Services and/or our affiliates' services...
"Amazon-operated advertising enables companies to show you interest-based ads. Interest-based ads, also known as personalized ads, are displayed to you based on information from activities such as purchasing on Amazon, visiting sites that contain Amazon's content or ads, interacting with Amazon's tools or using Amazon's services. Like other online ad networks, we use cookies, web beacons, and similar technologies. You will continue to receive ads even if you opt out, but they will not be based on your interests.Excerpt from Amazon Marketplace's Amazon Privacy Notice
REGULATORY FRAMEWORK: This provision implicates CCPA/CPRA §1798.120 (right to opt out of sale/sharing of personal information) and §1798.135 (requirement to post opt-out link); GDPR Art.
Enforcement risk, jurisdiction flags, contract triggers, and due diligence action items.
Search "[your state] attorney general consumer complaint" to find your state's direct complaint form
ConductAtlas detected a major restructuring of Meta’s privacy policy that removed detailed consumer rights disclosures and relocated them to separate documents.
Your genetic data may be transferred to a new owner as a business asset. Here is what the Terms of Service actually say and what you can do right now.
Get the research letter
Companies change their terms quietly. We read every version and catch what actually changed. One email a week on the changes that matter and what they mean.
The clause establishes Amazon's operational practice of collecting and using behavioral data to inform ad targeting, while preserving a baseline ad delivery mechanism regardless of user preference settings. This creates a distinction between personalized and non-personalized ad delivery tied to user election.
Your purchase history, browsing behavior, and cross-site activity are automatically used to target you with personalized ads unless you proactively visit Amazon's Advertising Preferences page to opt out — this affects your privacy across the broader web, not just on Amazon.
ConductAtlas has identified this type of provision across 287 platforms. See the full comparison.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by Amazon Marketplace.