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
The provision establishes the operational basis for Amazon's use of persistent tracking across multiple domains and devices, enabling both essential service functions (authentication, shopping cart persistence) and commercial functions (interest-based advertising, performance reporting).
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 →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
These Cookies are used to track information about traffic to the Website and how users use the Website. The information gathered via these Cookies may directly or indirectly identify you as an individual visitor.
You may give us your Identity Data, Contact Data, Financial Data, Profile Data, and other information by filling in forms or by corresponding with us by post, phone, e-mail or otherwise.
telemetry information collected includes: (i) microservice settings, (ii) usage data and (iii) hardware environment.
"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.
Enforcement risk, jurisdiction flags, contract triggers, and due diligence action items.
Netflix updated its Privacy Statement on April 18, 2026, disclosing voice recording collection and expanded household ad profiling for the first time.
Google's Privacy Policy covers Search, Gmail, YouTube, Maps, and every site running Google Analytics. Here is what it actually authorizes.
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The provision establishes the operational basis for Amazon's use of persistent tracking across multiple domains and devices, enabling both essential service functions (authentication, shopping cart persistence) and commercial functions (interest-based advertising, performance reporting).
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.
ConductAtlas has identified this type of provision across 295 platforms. See the full comparison.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by Amazon Marketplace.