Amazon Ads pixel requirements

Amazon remarketing, conversion, attribution and other pixels help advertisers better reach their intended audience and measure the success of their advertising.

If you use a tag, pixel or similar technology (hereafter referred to as “cookies”) provided by Amazon, you must:

  • Publish on your properties a privacy policy that includes:
  • Obtain your visitors’ affirmative opt-in consent or satisfy such other applicable legal requirements for the use of cookies by third parties, including Amazon and its affiliates. Visitors should be able to consent and withdraw consent to cookies through a consent management platform operated on your properties. Amazon participates in the IAB Europe Transparency and Consent Framework (TCF) as a registered vendor. If you adhere to TCF, you should make TCF signals available to Amazon where you use Amazon cookies on your properties.
  • Keep records of your visitors’ cookie consent for the duration that you instruct Amazon to process data on your behalf.
  • Not collect or pass to Amazon any personally identifiable information through the cookie, including but not limited to, names, email addresses and telephone numbers.
  • Not use any cookie provided by Amazon on any site, app or service directed to children under age 13 (or the age defined by applicable law), or which collect or solicit information from children under age 13 (or the age defined by applicable law).
  • Not use any cookie provided by Amazon to reach audiences based on sensitive personal information, as defined by applicable law, including, but not limited to, financial status or health/medical information.
  • Not place any cookie provided by Amazon Ads in an Amazon Ads creative. Not adhering to this will result in rejection of the creative.

If you are an agency acting on behalf of an advertiser, you must contractually require that your advertiser clients comply with these requirements where they use an Amazon cookie. Agencies will be fully responsible for advertisers’ non-compliance with these requirements.