Remarketing and conversion pixel requirements

Amazon remarketing and conversion pixels help advertisers better reach their intended audience and measure the success of their advertising campaigns that are run through Amazon.

Advertisers that use a remarketing or conversion pixel provided by Amazon in the US must:

  • Publish a privacy policy that includes:
    • A clear and appropriate description of how pixels may be used on your website;
    • A message that third-parties, including Amazon, may place and use pixels on your website to show interest-based ads to your visitors on sites across the Internet; and
    • Information about how a visitor to your website can opt out of receiving interest-based ads from Amazon by visiting the Amazon Advertising Preferences page or by visiting the Digital Advertising Alliance’s opt-out page
  • Not pass to Amazon any personal information about the visitors to your website, including but not limited to, names, email addresses, telephone numbers.
  • Not use any pixels provided by Amazon on any site, app or service directed to children under age 13, or which collect or solicit information from children under age 13.

Advertisers that use a remarketing or conversion pixel provided by Amazon in the EU must:

  • Publish on your website a privacy policy that includes:
    • A clear and appropriate description of how pixels may be used on your website;
    • A message that third-parties, including Amazon, may place and use pixels on your website to show interest-based ads to your visitors sites across the Internet; and
    • Information about how a visitor to your website can opt out of receiving interest-based ads from Amazon by visiting the relevant Amazon Advertising Preferences page (.de, .co.uk, .fr, .es, .it or by visiting the relevant YourOnlineChoices opt-out page for the EU (.de, .co.uk, .fr, .es, .it
  • Obtain your visitors’ consent on the use of pixels by third parties, including Amazon and its Affiliates.
  • Not pass to Amazon any personal information about the visitors to your website, including but not limited to, names, email addresses, telephone numbers.
  • Not use any pixels provided by Amazon on any site, app or service directed to children under age 13, or which collect or solicit information from children under age 13.

Advertisers that use a remarketing or conversion pixel provided by Amazon in Canada must:

  • Publish a privacy policy that includes:
    • A clear and appropriate description of how pixels may be used on your website;
    • A message that third-parties, including Amazon, may place and use pixels on your website to show interest-based ads to your visitors on sites across the Internet; and
    • Information about how a visitor to your website can opt out of receiving interest-based ads from Amazon by visiting the Amazon Advertising Preferences page or by visiting the Digital Advertising Alliance of Canada’s opt-out page
  • Not pass to Amazon any personal information about the visitors to your website, including but not limited to, names, email addresses, telephone numbers.
  • Not use any pixels provided by Amazon on any site, app or service directed to children under age 13, or which collect or solicit information from children under age 13.
  • Not use any pixels by Amazon for interest topics related to sensitive personal information, including financial status or health / medical information.

The agency acting as intermediary will contractually require that the advertiser complies with these requirements. The agency will be fully responsible for advertiser’s non-compliance with these requirements.