"Amazon exhibits aggressive data collection and cross-platform tracking comparable to Facebook and Google. Primary risks include collection of sensitive biometrics and identity documents, AI training without separate consent, and broad third-party sharing for advertising."
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Amazon Privacy Concerns & Scorecard
Amazon shares personal information with advertising networks and ad companies, including advertising identifiers, device identifiers, hashed email addresses, and behavioral data for cross-context targeted advertising. This enables third parties to track users across the internet.
Amazon collects an exceptionally broad range of data types including identity documents (SSN, driver's license), biometric data (voice recordings, images, videos, camera data), financial information (bank accounts, credit history), location data, device credentials (Wi-Fi passwords, login credentials), and behavioral data across all interactions. This represents one of the most comprehensive consumer data collection programs among major tech platforms.
Amazon tracks how users interact with ads served on third-party websites and apps, enabling cross-site behavioral tracking and retargeting across the internet beyond Amazon's own properties.
Amazon's privacy policy can be changed at any time, and the policy does not commit to providing advance notice of material changes, potentially enabling more permissive data practices going forward without user awareness.
Amazon's data retention policy is not fully specified in the reviewed segments. The policy states it keeps 'copies of prior versions of updated information for records' but does not specify retention periods for most data types, creating indefinite retention risk.
Alexa voice history deletion and ai training opt out
- 1Open the Alexa app on your mobile device.
- 2Tap 'More' and then tap 'Settings'.
- 3Select 'Alexa Privacy'.
- 4Tap 'Manage Your Alexa Data' to review and delete voice recordings and text transcripts.
- 5In the 'Help Improve Alexa' section, tap the toggle to opt out of 'Use voice recordings' and 'Use messages to improve transcriptions'.
Amazon device usage data opt out
- 1On a Fire TV device, go to Settings > Preferences > Privacy Settings > Device Usage Data and turn off the toggle to opt out.
- 2On a Fire tablet, go to Settings > Security & Privacy > Device Usage Data and turn off the toggle to opt out.
- 3On a Kindle e-reader, go to All Settings > Device Options > Advanced Options > Privacy and turn off the toggle to opt out.
- 4Alternatively, for supported devices, visit amazon.com/mycd, select Privacy Settings, then Amazon Devices Privacy to manage these settings from your Amazon account.
Consumer health data privacy opt out
- 1Navigate to amazon.com/privacyprefs (Your Ads Privacy Choices) linked in the Amazon website footer.
- 2Sign in to your Amazon account if prompted.
- 3Review and submit your opt-out choices for cross-context behavioral advertising, including any consumer health data-related advertising.
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Data Collection & Tracking
Personal Information Collected
Account creation, identity verification, fraud prevention, credit checks, legal compliance, and delivery
Payment processing, fraud prevention, credit risk assessment, and financial analysis
Device voice commands, authentication, targeted advertising, physical store analytics, and AI model development
Delivery routing, location-based recommendations, local advertising, store traffic analysis, and behavioral profiling
Service delivery, security, device management, cross-device tracking, and advertising
Personalization, recommendations, advertising, analytics, and AI model training
Order fulfillment, recommendations, customer service, analytics, and advertising
Customer service, quality improvement, moderation, and analytics
Social features, recommendations, and cross-platform marketing
Identity verification, fraud prevention, credit assessment, and audience targeting
Referenced separately but specific purposes not detailed in reviewed segments
Cross-Platform Tracking
Amazon tracks users across the internet by sharing advertising identifiers, cookies, device identifiers, and behavioral data with advertising networks and partner companies. These third parties use this information to serve Amazon ads and other advertisers' ads on third-party websites and apps, and to create profiles of user interests. Amazon also tracks interactions with ads served on external sites back to your Amazon account.
Tracking Methods:
Cookies (First-Party & Third-Party)
Amazon uses persistent and session cookies on its own site and shares cookies with third-party ad networks to track users across multiple websites and apps. Cookies store unique identifiers, browsing history, and preferences.
Device Identifiers
Unique device IDs, MAC addresses, and hardware serial numbers enable Amazon to track the same physical device across apps, websites, and store visits, linking all activity to a single user profile.
Advertising Identifiers
Amazon assigns and uses advertising identifiers (combined with hashed email addresses) to track users for targeted ads across the internet and share user profiles with ad networks and advertisers.
Web Beacons & Tracking Pixels
Invisible pixels embedded on third-party websites allow Amazon to track when users see Amazon ads, click on them, and take actions on external sites, enabling cross-site behavioral tracking.
Login-Based Tracking
When users sign into Amazon on third-party sites or log in to manage ads preferences, Amazon can link that person's activity across platforms to their Amazon account and profile.
Computer Vision & Physical Sensors
Cameras and computer vision systems in Amazon physical stores track customer movements, product interactions, dwell time, and behavior patterns, creating detailed video records of in-store activity.
Terms of Service Updates
AI Model Training Restriction Added
New prohibition added: users may not use AI-generated content from Amazon Services to develop or improve large language models, multimodal models, machine learning models or related technology. This is a material restriction on how users can repurpose Amazon content.
Effective: August 14, 2026
Expanded Restrictions on Content Use
Enhanced license restrictions now explicitly prohibit collection and use of product listings, descriptions, and prices; derivative uses; downloading account information for third parties; and data mining. These restrictions were implied but are now explicitly stated.
Effective: August 14, 2026
Alcohol Purchase Age Requirement Clarified
New explicit requirement that users must be at least 21 years old to purchase alcohol or use alcohol-related site functionality. Previously this may have been implicit but is now clearly stated as an enforceable condition.
Effective: August 14, 2026
AI & Data Training
Amazon uses your content to train AI
Below is what's used and how (if at all) you can object.
What Content Is Used
All Collected Personal Information
Amazon uses personal information to develop and deploy generative AI models, including browsing history, purchase history, search queries, voice data, images, videos, and behavioral interactions, without requiring separate consent
How to Object
No opt-out available
This service does not currently provide a public way to opt out of AI training.
Why We Analyzed Amazon
TrueTerms automatically audits privacy policies and data practices using advanced machine learning to keep you informed and protected. This scorecard is based on the latest available public terms of service and privacy policies as of 2026.