What can I do about this clause?

{'method': 'WEB_FORM', 'recipient': 'https://www.amazon.com/adprefs', 'difficulty': 'EASY', 'action_type': 'EXPORT_DATA', 'instructions': 'Visit amazon.com/adprefs to review your advertising preferences, opt out of interest-based ads from Amazon, and manage how your data is used for advertising purposes.', 'deadline_days': None, 'deadline_hours': None}

Which regulatory agencies enforce this type of clause?

{'agency': 'FTC', 'reason': 'The FTC has enforcement authority over commercial surveillance and behavioral advertising practices under Section 5 and is actively pursuing rulemaking in this area.', 'complaint_url': 'https://reportfraud.ftc.gov/'}, {'agency': 'State_AG', 'reason': 'The California CPPA enforces CPRA opt-out rights for profiling and targeted advertising; multiple state AGs enforce similar opt-out rights.', 'complaint_url': 'https://www.naag.org/find-my-ag/'}

What is the severity of this clause?

ConductAtlas classifies this Behavioral Advertising and Inference Profiling clause as high severity. Severity reflects the magnitude of rights affected, the breadth of users impacted, and the degree of discretion the platform retains.

Behavioral Advertising and Inference Profiling — Amazon

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What it is

Amazon uses detailed information about your purchases, browsing, and behavior to show you targeted ads both on Amazon and on other websites, and sells advertising services to other companies using this data.

Consumer impact (what this means for users)

Your purchase history, search queries, clicked products, location, and browsing behavior across Amazon services are combined to create an advertising profile that is used to target you with ads on Amazon and third-party websites, and is monetized through Amazon's advertising business.

What you can do

⚠️ These actions may provide transparency or partial mitigation but may not fully address the underlying issue. Effectiveness varies by jurisdiction and individual circumstances.

Export Your Data

Visit amazon.com/adprefs to review your advertising preferences, opt out of interest-based ads from Amazon, and manage how your data is used for advertising purposes.

Cross-platform context

See how other platforms handle Behavioral Advertising and Inference Profiling and similar clauses.

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Why it matters (compliance & risk perspective)

Amazon builds detailed behavioral profiles from your activity and uses them to power a multi-billion dollar advertising business, meaning your personal data is central to a commercial operation that extends far beyond retail.

View original clause language

We use the information we collect to deliver, improve, update, and enhance the services we provide to you. We use your information to serve you relevant advertising on and off Amazon. We also use information to improve our advertising services and provide them to other businesses.

Institutional analysis (Compliance & legal intelligence)

REGULATORY FRAMEWORK: Behavioral advertising profiling engages GDPR Art. 22 (automated decision-making and profiling), Art. 6(1)(f) (legitimate interests for profiling — subject to balancing test), and Recital 47. CCPA/CPRA §1798.140(h) defines 'profiling' and §1798.121 grants consumers the right to opt out of profiling in furtherance of decisions producing legal or similarly significant effects. The ePrivacy Directive applies to cookie-based ad targeting in EU. FTC Act Section 5 and the FTC's 2022 Commercial Surveillance Report are directly relevant. Enforcement authorities include the CPPA, FTC, and EU DPAs.

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Applicable agencies

FTC

The FTC has enforcement authority over commercial surveillance and behavioral advertising practices under Section 5 and is actively pursuing rulemaking in this area.
File a complaint →
State AG

The California CPPA enforces CPRA opt-out rights for profiling and targeted advertising; multiple state AGs enforce similar opt-out rights.
File a complaint →

Provision details

Document information

Document

Amazon Privacy Notice

Entity

Amazon

Document last updated

April 29, 2026

Tracking information

First tracked

April 27, 2026

Last verified

April 27, 2026

Record ID

CA-P-003242

Document ID

CA-D-00027

Evidence Provenance

Source URL

https://www.amazon.com/gp/help/customer/display.html?nodeId=468496

Wayback Machine

View archived versions →

SHA-256

c3ec0243c0cce6b332e8df7d3c8e2518cd7d2e0078f5bc2fe353d6612b8a01f8

Verified

✓ Snapshot stored ✓ Change verified

How to Cite

ConductAtlas Policy Archive
Entity: Amazon | Document: Amazon Privacy Notice | Record: CA-P-003242
Captured: 2026-04-27 10:46:06 UTC | SHA-256: c3ec0243c0cce6b3…
URL: https://conductatlas.com/platform/amazon/amazon-privacy-notice/behavioral-advertising-and-inference-profiling/
Accessed: May 2, 2026

Classification

Severity

High

Behavioral Advertising and Inference Profiling