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.

The Privacy Notice applies to elements not expressly addressed in this notice.

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 will still see ads, but your choices may make these ads less relevant to you.

Some mobile operating systems may additionally limit these settings; your choices here do not override those more limited settings on such mobile operating systems.

What information do we use to show personalised ads?

We use personal information about your interactions with Amazon Services to personalise ads. We create profiles based on customers' shopping and entertainment interests on Amazon to create groups of customers, or "audiences". We use rules-based and model-based profiling techniques to select categories of products and services our customers are likely to be interested in to display relevant advertising. 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 demographic information like age range and gender for advertising and profiling purposes. For additional details, you can contact Customer Service.

We also receive personal information from third-party services. For example, we create audiences or select personalised ads for third-party advertisers and publishers (such as news websites) on their behalf and at their instruction. 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 Experian) 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 your IP address to limit the number of times you are shown the same ad.

We protect your personal information in order to create audiences including through pseudonymization or aggregation. Pseudonymisation allows us to select personalised ads that may be relevant to your interests without connecting your Amazon browsing or shopping history to information that identifies you directly, such as name, email, address, or similar information. However, such information (in particular the belonging to a particular audience) can be linked to a cookie ID linked to the device that you use.

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, but does not exceed 13 months for audience membership information.

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.

How do we work with third parties when showing you personalised ads?

We do not sell your personal information. We do not share your Amazon browsing or shopping history. If you have agreed to cookies and the use of personal information, we share other information (like cookie ID or device information) with third parties that allow them to serve you personalised ads and measure ad effectiveness. These third parties are social media networks, search engines, ad serving companies and others that provide advertising services to advertisers and publishers (such as ad measurement, fraud detection, and brand safety services).

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.

We also work with third-party sites, such as news sites or apps, that use our advertising services to show ads to their customers. These third parties rely on industry-standard protocols to connect with advertisers that may be interested in buying ad space. We enable third-party sites to use those protocols to transmit cookies and other information. We do not share your Amazon browsing or shopping history or any information that identifies you directly (such as name, email, address, or similar information) with any of the parties involved in this process.

Legal Basis and Controller

Amazon Europe Core SARL is the controller of personal information we process for advertising purposes, except where Amazon Europe Core SARL takes instruction from advertisers and publishers acting as their processor. As controller, our legal basis for processing personal information depends on the specific purpose for which we use that information.

We rely on your consent to select personalised ads for you based on your past interactions with Amazon Services and other personal information we process acting as controller, as described in this Notice. If you have consented to personalised ads, you can withdraw your consent at any time by visiting our Cookies Preferences page. After you withdraw consent, we will stop processing your personal information to show you personalised ads.

We rely on our legitimate business interests for other advertising purposes, such as measuring ad effectiveness or detecting fraudulent activity.

Your rights

We explain how you can exercise your rights, including our rights to in our Privacy Notice. In relation to processing activities described in this notice, you can exercise certain choices via the Cookies Preferences and Advertising Preferences pages. For further information and assistance, including on how to access, rectify and delete your data or to withdraw your consent, please contact Customer Service.