Privacy settings FAQs for Fire TV devices, Fire TV Edition devices, Fire Tablets, and Kindle e-readers

We know you care how information about you is used, and we appreciate your trust that we will do so carefully and sensibly. This FAQ describes the privacy settings available to you for Fire TV devices, Fire tablets, Kindle e-readers (“Amazon Devices”), and Fire TV Edition devices.

Visit www.amazon.co.uk/privacynotice to learn more about how we handle personal data.

1. What information is collected by Amazon Devices and Fire TV Edition devices?

The operating system of your Amazon Device and Fire TV Edition device collects data about your use of the device and its features, such as your navigation of the home screen, selection of device settings (such as device language, display size, WiFi and Bluetooth options), or open and close of apps and services.

Apps and services may also collect info when you use them on Amazon Devices and Fire TV Edition devices (see FAQ 8 and FAQ 9).

2. What does Amazon do with information collected through the device operating system?

We use this data to provide you with the features of your device, for example, to fulfill the actions you take on the device (such as opening an app), to allow you to restore the settings on your device, and to help you troubleshoot when you experience technical issues. We also use it to develop and improve products and features for all our customers and to gain insights into how our products are being used, assess customer engagement, identify potential quality issues, analyse our business, and customise marketing offers.

3. Can I control what information is collected by Fire TV devices and Fire TV Edition devices or what Amazon does with that information?

Yes, there are several ways you can control what data is collected by Fire TV devices and Fire TV Edition devices or how we use data collected by Fire TV devices and Fire TV Edition devices.

Device Usage Data: You may opt out of processing of your personal data relating to the use of your Fire TV device or Fire TV Edition devices collected by the operating system of that device (“device usage data”) for marketing and product improvement purposes via Settings > Preferences > Privacy Settings > Device Usage Data. If you turn this setting off, we will stop processing this device usage data for purposes of serving you customised marketing offers and improving our products and features. Turning this setting off will not affect:

Your ability to use features of the device (such as Parental Controls, or the “Recents” row), as we will continue to collect and process your data to deliver these features to you;
Whether you receive marketing offers, though those offers may be less relevant to you;
The processing of data other than device usage data to show you interest-based advertising (to learn more, see “Interest-based Ads” setting below); or
The processing of data related to your use of Amazon services, such as Prime Video, on the device (see FAQ 8).

App Usage Data: You may opt out of Amazon’s collection of your data relating to open, close, and duration of use of third-party apps on your Fire TV device or certain Fire TV Edition devices via Settings > Preferences > Privacy Settings > Collect App Usage Data.

Interest-based Ads: The advertising ID is a resettable identifier we make available to apps on certain Amazon devices or Fire TV Edition devices for advertising and analytics purposes. You can instruct apps that use your device’s advertising ID not to use that ID to build profiles for advertising purposes or target you with interest-based ads on the device via Settings > Preferences > Privacy Settings > Interest-based Ads.

Broadcast Live TV Data: On Fire TV Edition televisions, you may opt out of providing information to Amazon on your use of broadcast live TV content received through your TV’s RF inputs, via Settings > Preferences > Privacy Settings.

HbbTV data: HbbTV functionality is a third-party functionality in the EU that enables broadcast service providers to offer you interactive services when you watch their programs on television. When you use these third-party broadcast services with HbbTV functionality enabled, the broadcast service providers may collect, retain and use certain data (for example, your IP address). Please refer to the privacy policies of the relevant broadcast service providers for more information. On Fire TV Edition televisions, you can disable HbbTV functionality in the Live TV player settings, via TV Settings > Red Button Apps (HbbTV) > Hybrid TV (HbbTV).

For certain Fire TV and Fire TV Edition devices, you can view and manage some of the above settings from your Amazon account by visiting www.amazon.co.uk/mycd and selecting Privacy Settings > Amazon Devices Privacy.

4. Can I control what information is collected by Fire tablets or what Amazon does with that information?

Yes, there are several ways you can control what data is collected by Fire tablets or how we use data collected by Fire tablets.

Device Usage Data: You may opt out of processing of your personal data relating to the use of your Fire tablet collected by the operating system of your tablet (“device usage data”) for marketing and product improvement purposes via Settings > Security & Privacy > Device Usage Data. If you turn this setting off, we will stop processing this device usage data for the purposes of serving you customised marketing offers and improving our products and features. Turning this setting off will not affect:

Your ability to use features of the device (such as data syncing or backup features or Special Offers we display if you purchased a device that includes Special Offers), as we will continue to collect and process your data to deliver these features to you;
Whether you receive marketing offers, though those offers may be less relevant to you;
The processing of data other than device usage data to show you interest-based advertising (to learn more, see “Interest-based Ads” setting below) or
The processing of data related to your use of Amazon services, such as Prime Video, on the device (see FAQ 8).

App Usage Data: You may also opt out of Amazon’s collection of your data relating to open, close, and duration of use of third-party apps on your Fire tablet via Settings > Apps & Games > Collect App Usage Data.

Interest-based Ads: An Advertising ID is a user-resettable, unique identifier we make available to apps on certain Amazon devices for advertising and analytics purposes. You can instruct apps that use your device’s Advertising ID not to use that ID to build profiles or show you interest-based ads via Settings > Apps & Games > Advertising ID > Interest-based Ads.

Location-Based Services: Location-based services allow maps, other apps, and Amazon to use your estimated location and related information. You can turn off location-based services for your device, or for individual apps, at Settings > Wireless > Location-Based Services. For more about location-based services, please visit www.amazon.co.uk/help/TabletLBS.

For Fire tablets, the above settings are configurable on a profile basis.

For certain Fire tablets, you can view and manage the above settings from your Amazon account by visiting www.amazon.co.uk/mycd and selecting Privacy Settings > Amazon Devices Privacy.

5. Can I control what information is collected by Kindle e-readers or what Amazon does with that information?

Yes, you may opt out of processing of your personal data relating to the use of your Kindle e-reader collected by the operating system of that device (“device usage data”) for marketing and product improvement purposes via All Settings > Device Options > Advanced Options > Privacy. If you turn this setting off, we will stop processing this device usage data for the purposes of serving you customised marketing offers and improving our products and features. Turning this setting off will not affect:

Your ability to use features of the device (such as data syncing or backup features or Special Offers we display if you purchased a device that includes Special Offers), as we will continue to collect and process your data to deliver these features to you;
Whether you receive marketing offers, though those offers may be less relevant to you; or
The processing of data related to your use of Amazon services on this device (see FAQ 8).

For certain Kindle e-readers, you can view and manage the above setting from your Amazon account by visiting www.amazon.co.uk/mycd and selecting Privacy Settings > Amazon Devices Privacy.

6. If I set my preferences on one Amazon Device or Fire TV Edition device, will the setting be applied to all my devices?

No, these settings are device-specific. In addition, if you use multiple user profiles on a tablet, you will choose your settings for each profile.

7. Where can I manage privacy settings for my Fire TV or Fire TV Edition device, Fire tablet, or Kindle e-reader?

You can access many of these settings through the device settings on your device. You can also edit privacy settings for certain devices from your Amazon account, by visiting www.amazon.co.uk/mycd and selecting Privacy Settings > Amazon Devices Privacy.

8. Where can I learn more about privacy options for Amazon apps or services that I use on my Amazon Device or on my Fire TV Edition device?

To learn more about privacy options relating to an Amazon service (such as Prime Video), please consult the settings for the relevant service or app. For more information about your privacy options relating to Alexa and Echo devices, visit www.amazon.co.uk/help/AlexaPrivacy.

9. Where can I learn more about privacy options for third-party apps or services that I use on my Amazon Device or on my Fire TV Edition device?

To learn more about privacy options relating to a third-party app or service, we suggest you review the settings and privacy notice for the relevant app or service, or contact the developer or provider of the app or service.