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Amazon Consent Signal

Not legal advice

Amazon's policy as we understand it on 5 November 2026. See the overview for what these pages are and are not.

What Amazon asks​

Amazon Ads requires every piece of personal information sent to it — through the Amazon Ad Tag, the Conversions API or the Events API — to carry the visitor's country code. Data from the UK or the EEA must also carry a valid consent signal. Amazon accepts any one of three:

  • the IAB TCF consent string (Amazon uses it if more than one is sent);
  • the IAB GPP string;
  • the Amazon Consent Signal (ACS) — two values, amzn_ad_storage (reading and writing advertising cookies) and amzn_user_data (using personal data such as ad identifiers for advertising), each granted or denied.

Advertisers must keep records of the consent and opt-out choices and give them to Amazon on request. Industry press reports stricter enforcement for UK and EEA data from 30 June 2026; Amazon's own policy page states the requirement without dates.

Amazon is also a gatekeeper under the EU Digital Markets Act for its advertising services — see Google Consent Mode and the DMA.

How ConnectWiz handles it​

  • Amazon Ads in the tag manager. Add Amazon Ads in the tag manager (mode A) with your tag id and region. The tag loads only after marketing is accepted, and Amazon's own consent script runs first with the visitor's country and their marketing choice, so every request carries the Amazon Consent Signal. Lead and contact events are sent with a de-duplication id; a withdrawal is passed to Amazon too.
  • Your own Amazon tag. If your site loads Amazon's tag itself, ConnectWiz passes the visitor's choice to it in the same way.
  • Records. Every choice is recorded and can be exported from the Consent records tab.

What you still need to do​

  • Server-side events (Amazon Conversions API) are not sent by ConnectWiz yet; if you send them yourself, add the country code and the consent signal to each one.
  • Do not send two signals for the same visitor if you also run a TCF consent tool; Amazon takes the TCF string first.
  • List Amazon in your cookie policy and privacy notice as an advertising provider; the banner names it once the tag is added.

Sources​