Amazon retains your personal data for as long as needed for the purposes described in the policy or as required by law — there is no specific maximum retention period stated for most data types.
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 the operational framework for data retention periods, conditioning retention duration on three categories: service functionality, legal compliance obligations, and explicit notice to users. This structure creates multiple retention basises rather than a fixed retention window.
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 does not specify maximum retention periods for most categories of personal data, meaning your purchase history, browsing behavior, voice recordings, and other data could be retained for many years or indefinitely unless you actively request deletion.
How other platforms handle this
We collect and keep personal data only as needed or allowed for the purposes set out in this Statement, based on the reason we collected the personal data in the first instance and what is permitted under the laws that apply to the processing.
Affirm will retain your information in accordance with our Privacy Policy and any applicable state or federal law, rule or regulation.
Mistral AI shall retain the Customer Exportable Data and Assets for a period of thirty (30) days from the earlier between (a) the expiration of the Transitional Period or (b) Customer's notification under Section 2.2.2 (b) of these Additional Terms.
"We keep your personal information to enable your continued use of Amazon services, for as long as it is required in order to fulfill the relevant purposes described in this Privacy Notice, as may be required by law such as for tax and accounting purposes, or as otherwise communicated to you.Excerpt from Amazon Marketplace's Amazon Privacy Notice
REGULATORY FRAMEWORK: GDPR Art.
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The clause establishes the operational framework for data retention periods, conditioning retention duration on three categories: service functionality, legal compliance obligations, and explicit notice to users. This structure creates multiple retention basises rather than a fixed retention window.
Amazon does not specify maximum retention periods for most categories of personal data, meaning your purchase history, browsing behavior, voice recordings, and other data could be retained for many years or indefinitely unless you actively request deletion.
ConductAtlas has identified this type of provision across 274 platforms. See the full comparison.
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