Privacy Implications of Amazon Ads
Amazon Ads is classified as a high-risk advertising technology with a prevalence of 0.3% across our monitored dataset. When a website deploys Amazon Ads, it creates a data channel between the visitor's browser and amazon-adsystem.com, allowing the collection of browsing behavior, page interactions, and potentially device fingerprinting data.
What Data Does Amazon Ads Collect?
As an advertising technology, Amazon Ads collects browsing data used for ad targeting and conversion tracking. This typically includes pages visited, purchase events, form submissions, and cross-site identifiers that enable user profiling across the 704 websites where it is deployed.
Compliance Considerations
Under GDPR and ePrivacy Directive, websites deploying Amazon Ads must obtain informed consent before the technology loads, unless it falls under the “strictly necessary” exemption. With a prevalence of 0.3%, Amazon Ads is one of the less common technologies in our dataset. Vendor risk teams should verify that partners using Amazon Ads have implemented proper consent management and data processing agreements.
Impact on Privacy Scores
Websites using Amazon Ads have an average privacy score of 34.5/100 and an average of 25.6 total trackers. The high-risk classification of this technology contributes significantly to score deductions. Our detailed domain reports show exactly how each tracker affects a site's overall privacy grade.