Grade A — Highly protective (score 93/100)
Amazon profiles users across Stores, Alexa, Devices, and Entertainment to personalize ads on Amazon and third-party sites, but each category can be toggled off. No sale, arbitration, or biometric language appears.
Cross-service ad profiling with opt-outs; no sale or arbitration claims.
Allows us to use personal information from any Amazon service to personalize the ads we show you on other services (both Amazon and third-party services).
Amazon pools data from Stores, Alexa, Devices, Entertainment, Business, Shopbop, and AbeBooks to target ads at you on Amazon and on third-party sites.
Approved third parties also use cookies for limited ads-related purposes described below.
Third-party companies can place advertising cookies on Amazon; the page exposes a customize control.
Includes your watch history and other interactions across our entertainment services, such as Video, Music & Podcasts, Audible, Games, and Kindle eBook
Your viewing, listening, gaming, and reading activity across Amazon's entertainment services is folded into your ad profile.
You can change your preferences at any time by returning to this page which is accessible through Your account, the Cookies notice, and the Interest-based ads notice.
Amazon lets you turn these advertising preferences on or off whenever you want via your account.
Delete Ad Data
Amazon exposes a control to clear your advertising data.
Allows us to personalize the ads we show you using demographic information (such as age range) or other personal information we may receive from third parties.
Amazon also accepts demographic and personal data from third-party advertisers and uses it to refine the ads you see.
Last reviewed 2026-07-26 under rubric v3.5.