Amazon shows interest-based (personalized or targeted) ads
Amazon shows interest-based ads, which it says are sometimes called personalized or targeted ads. Their stated purpose is to display features, products and services that might be of interest to you.
Supporting quotations
Interest-based ads are sometimes referred to as personalized or targeted ads.
We show interest-based ads to display features, products, and services that might be of interest to you.
Legal Rights & Agreement Rules · Company commitment
Amazon says it follows the Digital Advertising Alliance's self-regulatory principles
When providing interest-based ads, Amazon says it follows the Self-Regulatory Principles for Online Behavioral Advertising developed by the Digital Advertising Alliance, which the page describes as a coalition of marketing, online advertising and consumer advocacy organizations. The principles themselves are not part of this page.
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In providing interest-based ads, we follow the Self-Regulatory Principles for Online Behavioral Advertising developed by the Digital Advertising Alliance (a coalition of marketing, online advertising, and consumer advocacy organizations).
Qualifications & exceptions
Applies to how Amazon provides interest-based ads.
Not stated here
The content of the Self-Regulatory Principles is not supplied in this source.
Inference & Profiling · Company practice
Ads are based on information such as your interactions with Amazon sites, content or services
To serve interest-based ads, Amazon uses information such as your interactions with Amazon sites, content or services. The list is introduced with "such as", so these are examples rather than a complete list. For the types of information Amazon gathers, the page points to the separate Privacy Notice.
Supporting quotations
To serve you interest-based ads, we use information such as your interactions with Amazon sites, content, or services.
for more information about the types of information that we gather.
Qualifications & exceptions
The listed information is an example ("such as"), not an exhaustive list.
Other sections say Amazon may also use pseudonymized information from some third parties.
Not stated here
The Privacy Notice is linked but not supplied in this source, so the full set of information types is not evidenced here.
Use & Processing · Company commitment
Amazon does not use information that on its own identifies you to serve these ads
Amazon says it does not use information which on its own identifies you, such as your name or email address, to serve interest-based ads. The commitment covers information that identifies you by itself; it does not say that other information used for these ads cannot be linked to you.
Supporting quotations
We do not use information which on its own identifies you, such as name or e-mail address, to serve interest-based ads.
Qualifications & exceptions
Limited to information which on its own identifies you, such as name or e-mail address.
Limited to serving interest-based ads.
Amazon may still use pseudonymized information about you that some third parties provide.
Not stated here
The page does not define what other information counts as identifying or how pseudonymized information is kept separate.
Cross-references
contrast (model-proposed): Some third parties may give Amazon pseudonymized information about you for ads — contrast: Amazon says it does not use information that on its own identifies you to serve these ads, while it may receive and use pseudonymized information about you from some third parties for advertising. Reviewed tension, not a contradiction: pseudonymized information is not described as identifying you on its own.
Data Access & Collection · Company practice
Amazon uses cookies, pixels, IP addresses and similar tools to measure and tailor ads
Amazon uses cookies, pixels, IP addresses and other technologies, which it calls advertising technologies. They let Amazon measure which ads are clicked or viewed to understand how effective its interest-based ads are, and provide you with more useful and relevant ads.
Supporting quotations
We use cookies, pixels, IP addresses, and other technologies
which enable us to understand the effectiveness of the interest-based ads we show you by measuring what ads are clicked or viewed, and to provide you with more useful and relevant ads.
Not stated here
The page does not list the other technologies included in "advertising technologies".
Use & Processing · Company practice
Cookies or IP address are used to limit how often you see the same ad
As an example of these technologies, Amazon uses cookies or other information such as your IP address to limit the number of times you are shown the same ad.
Supporting quotations
For example, we use cookies or other information such as IP address to limit the number of times you are shown the same ad.
Qualifications & exceptions
Given as an example ("For example") of how advertising technologies are used.
Sharing & Disclosure · Company practice
Amazon works with advertisers, publishers, social networks and others to improve ad relevance
Amazon works with third parties such as advertisers, publishers, social media networks, search engines, ad serving companies and advertising companies working on their behalf, to improve the relevance of the ads it serves. The list is given as examples.
Supporting quotations
We work with third parties, such as advertisers, publishers, social media networks, search engines, ad serving companies, and advertising companies working on their behalf, to improve the relevance of ads we serve.
Qualifications & exceptions
The third parties are listed as examples ("such as").
Not stated here
The page does not state what information, if any, Amazon gives these third parties beyond the identifying-information limit it describes.
Sharing & Disclosure · Company commitment
Identifying details are not linked to activity on unaffiliated sites or given to advertisers
When providing interest-based ads, Amazon says it does not associate your interactions on unaffiliated sites with information which on its own identifies you, such as your name or email address. It also says it does not provide such information to advertisers or to third-party sites that display Amazon's interest-based ads.
Supporting quotations
In providing you interest-based ads we do not associate your interactions on unaffiliated sites with information which on its own identifies you, such as name or email address, and we do not provide any such information to advertisers or to third-party sites that display our interest-based ads.
Qualifications & exceptions
Limited to information which on its own identifies you, such as name or email address.
Stated for providing interest-based ads.
Not stated here
The page does not address other information about you that may be shared with these parties.
Inference & Profiling · Context
Clicking an ad may lead advertisers to assume you belong to its target group
Advertisers and other third parties may assume that people who interact with or click on an interest-based ad or content belong to the group it targets, for example people in a particular area or people who bought or browsed classical music.
Supporting quotations
Advertisers and other third parties may assume that users who interact with or click on an interest-based 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).
Qualifications & exceptions
Describes what third parties may assume; it is not stated as an Amazon disclosure of your information.
Data Access & Collection · Company practice
Some third parties may give Amazon pseudonymized information about you for ads
Some third parties may provide Amazon pseudonymized information about you, such as demographic information or sites where you have been shown ads, from offline and online sources. Amazon may use it to provide you more relevant and useful advertising.
Supporting quotations
Some third-parties may provide us pseudonymized information about you (such as demographic information or sites where you have been shown ads) from offline and online sources that we may use to provide you more relevant and useful advertising.
Qualifications & exceptions
Stated as "some" third parties and "may", not as something that always happens.
The information is described as pseudonymized.
Not stated here
The page does not name these third parties or define pseudonymized.
Sharing & Disclosure · Company practice
Third-party advertisers may use ad technologies on your device and receive your IP address
Third-party advertisers, or advertising companies working for them, sometimes use advertising technologies when delivering content, including ads, directly to your browser or device, and may automatically receive your IP address when this happens. They may also use these technologies to measure their ads' effectiveness, show you more relevant advertising content, and perform services on behalf of Amazon.
Supporting quotations
Third party advertisers or advertising companies working on their behalf sometimes use advertising technologies in the process of delivering content, including ads, directly to your browser or device, and they may automatically receive an IP address when this happens.
They may also use advertising technologies to measure the effectiveness of their ads, show you more relevant advertising content, and perform services on behalf of Amazon.
Qualifications & exceptions
Stated as "sometimes" and "may".
Not stated here
The third parties' own policies are not supplied in this source.
Data Access & Collection · Context
Cookie controls, including for third-party cookies, are in the separate Cookies notice
For how to control and delete cookies, including third-party cookies, the page points to Amazon's separate Cookies notice.
Supporting quotations
For information on how to control and delete cookies (including third party cookies) please visit our
Not stated here
The Cookies notice is linked but not supplied in this source.
Inference & Profiling · User right or choice
You can opt out of interest-based ads from Amazon, but you will still see ads
Amazon lets you choose not to receive interest-based ads from Amazon. You will still see ads, but they will not be based on your interests. The page points to your Advertising Preferences page to learn how to set your preferences. This choice covers Amazon's own interest-based ads; ads from third-party networks have a separate opt-out route, and some mobile operating systems may impose more limited settings that your choice here does not override.
Supporting quotations
You can choose not to receive interest-based ads from Amazon.
You will still see ads but they will not be based on your interests.
Amazon offers you choices about receiving interest-based ads from us.
Qualifications & exceptions
Covers interest-based ads from Amazon.
You will still see ads that are not based on your interests.
Some mobile operating systems may additionally limit these settings; choices here do not override those more limited settings.
Not stated here
The Advertising Preferences page is linked but its contents are not supplied in this source.
Inference & Profiling · User right or choice
You can generally opt out of third-party personalized ads through the DAA website
In addition, you can generally opt out of receiving personalized ads from applicable third-party advertisers and ad networks through the opt-out pages on the Digital Advertising Alliance's website. The page also points to aboutidentifiers.org to learn more about advertising technologies.
Supporting quotations
you can generally opt out of receiving personalized ads from applicable third-party advertisers and ad networks by visiting the opt out pages on the
Qualifications & exceptions
"Generally" and "applicable": not every third-party advertiser or network is necessarily covered.
Some mobile operating systems may additionally limit these settings.
Not stated here
Which third parties participate in the DAA opt-out is not stated in this source.
Inference & Profiling · Restriction or exception
More limited mobile operating system settings are not overridden by choices here
Some mobile operating systems may additionally limit these ad settings. Your choices on this page do not override the more limited settings on those mobile operating systems.
Supporting quotations
Some mobile operating systems may additionally limit these settings; your choices here do not override those more limited settings on such mobile operating systems.
Qualifications & exceptions
Applies to some mobile operating systems.
Not stated here
The page does not name the operating systems or say whether "these settings" means Amazon's preference, the third-party opt-outs, or both.
Other Amazon companies' sites and services have their own interest-based ads policies
For the advertising practices of websites and services offered by other Amazon companies, the page tells you to review those companies' own interest-based ads policies and other notices. This page therefore does not describe their practices.
Supporting quotations
For information on the advertising practices of websites and services offered by other Amazon companies, please review their interest-based ads policies and other notices.
Not stated here
The other Amazon companies and their policies are not identified or supplied in this source.
Cross-references
narrows (model-proposed): Amazon shows interest-based (personalized or targeted) ads — narrows: The page sends readers to other Amazon companies own policies for their websites and services, so the practices described here do not cover those companies.