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.
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.
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We may share your personal information with third-party vendors and service providers that perform services on our behalf, such as payment processing, data analysis, email delivery, hosting services, customer service, and marketing assistance. We may also share your personal information with busines...
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"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. 6(1)(a) (consent) and Art. 21 (right to object to processing for direct marketing — must be honored without preconditions); EU ePrivacy Directive (2002/58/EC) for cookie-based tracking; FTC Act Section 5 for deceptive opt-out mechanisms. Enforcement by CPPA, California AG, EU/UK DPAs, and FTC.
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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.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by Amazon Marketplace.