Interest-Based Ads

Personalised ads, sometimes known as interest-based ads, are part of the Amazon Store shopping experience. We show personalised ads to help you find and discover features, products, and services that might be of interest to you. You may also see these ads on other Amazon Services and on third-party sites. This notice explains uses of cookies and personal information for the purpose of selecting personalised ads for you, measuring the effectiveness of the ads you see, detecting and preventing fraud and reputational harm to brands and sellers that advertise with Amazon, and developing, troubleshooting, and improving our advertising services.

What choices do I have?

You have choices in relation to the advertising cookies on your browser and your personal information used for advertising purposes.

On the Cookies Preferences page, you can manage how we and third parties use cookies.

On the Advertising Preferences page, you can delete personal information from our advertising systems. You can also opt out from personalised ads. You will still see ads, but your choices may make these ads less relevant to you.

What information do we use to show personalised ads?

We use personal information about your interactions with Amazon Services to personalise ads. We create groups of customers, or "audiences", based on customers' shopping and entertainment interests on Amazon. For example, if you recently purchased running shoes in the Amazon Store, you may see ads for related products in the Amazon Store, such as athletic apparel. Other customers who bought running shoes in the Amazon Store would be part of the same audience for that ad.

We also use personal information from third-party services. For example, third-party advertisers and publishers (such as news websites) may instruct us to create audiences and select personalised ads based on personal information that you provided them directly or that they obtained from other third parties. We do not give third parties access to the personal information that other third parties provide to us (meaning, in providing you personalised ads, we do not share information about which content you clicked on one third-party website with another third-party). In addition, we obtain basic demographic information (such as age range) from third parties (such as Zeotap) for advertising purposes.

We may also use cookies and similar identifiers such as IP address to select personalised ads and to understand which ads are clicked or viewed. For example, we may use IP address to limit the number of times you are shown the same ad.

We pseudonymize your personal information before using it to create audiences. Pseudonymization allows us to select personalised ads that may be relevant to your interests without knowing who you are or connecting your Amazon browsing or shopping history to information that identifies you directly, such as name, email, address, or similar information.

How long do we store personal information in our advertising systems?

You can request deletion of your personal information from our advertising systems at any time. If you do not request deletion, we keep your personal information for as long as it is required in order to fulfil the advertising purposes described in this Notice, such as selecting personalised ads or detecting fraudulent activity. The period varies depending on a number of factors, such as the type of information and the specific purpose for which the information is used.

Unless you manually delete them, advertising cookies remain on your browser for up to 13 months after you provide us with your consent to use these cookies. Cookies that record your choice not to receive personalised ads from Amazon may remain on your browser for longer.

Do we share your personal information with third parties when showing you personalised ads?

We do not sell your personal information. We also do not share your Amazon browsing or shopping history with advertisers or publishers when they use our advertising services. We work with third parties, such as advertisers, publishers, social media networks, search engines, ad serving companies, in order to show you personalised ads. We may also work with third parties that provide advertising services to advertisers and publishers for other purposes, such as ad measurement, fraud detection, and brand safety.

We may exchange cookies or other identifiers with these third parties in order to enable us and them to identify your browser or device for advertising purposes. This exchange does not give these third parties any access to personal information that directly identifies you, such as your name or address, or any other similar information that Amazon has collected about you, such as your shopping history. Third parties (including advertising service providers acting on the instruction of advertisers and publishers) may assume that users who interact with or click on a personalised ad or content are part of the group that the ad or content is directed towards (for example, users in a particular geographical area or users who purchased or browsed for classical music). See "What choices do I have?" for information on how to control the use of cookies and personal information.