“We use your personal information to display interest-based ads for features, products, and services that might be of interest to you. We do not use information that personally identifies you to display interest-based 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
This creates a distinction between using personal information for ad targeting and using personally identifying information, which affects the degree of individual exposure in advertising.
Interpretive note: The excerpt states both that personal information is used for interest-based ads AND that personally identifying information is not used for that purpose. These two propositions are closely related but carry a potential tension: it is unclear from the excerpt alone what subset of 'personal information' falls outside 'information that personally identifies you.' Both propositions are included in the canonical claim because they are not fully independent—the second directly qualifies the first.
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 →A user's personal information is used for interest-based advertising, but Amazon Marketplace commits that the information used does not personally identify the user.
How other platforms handle this
When we process personal information about you, we do so with your consent or as necessary to comply with our legal and regulatory obligations; to provide the products and services you use...
We may use your personal information to: provide the Service; enable security features of the Service; establish and maintain your user profile on the Service; facilitate social features of the Service...
Once the information is modified, we may use and share it to improve our products, understand trends, and operate our business.
"We use your personal information to display interest-based ads for features, products, and services that might be of interest to you. We do not use information that personally identifies you to display interest-based ads.Excerpt from Amazon Marketplace's Amazon Privacy Notice
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This creates a distinction between using personal information for ad targeting and using personally identifying information, which affects the degree of individual exposure in advertising.
A user's personal information is used for interest-based advertising, but Amazon Marketplace commits that the information used does not personally identify the user.
ConductAtlas has identified this type of provision across 272 platforms. See the full comparison.
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