"Amazon's privacy practices pose significant risks to users through extensive collection of biometric, financial, and behavioral data combined with broad sharing of advertising identifiers with third-party ad networks that serve non-Amazon ads. The policy's vague retention periods, indefinite archival of previous data versions, and functional requirement to accept tracking cookies to use services create substantial privacy exposure. Critical concerns include automatic voice/video collection, credit bureau data sharing for fraud scoring, cross-device tracking without meaningful opt-out, and law enforcement data sharing beyond statutory minimums."
Amazon UK Privacy Concerns & Scorecard
Advertising identifiers including device IDs and hashed email addresses are shared with advertising networks and other advertisers, who may use this data to serve ads from non-Amazon companies.
Cookie disabling severely impacts service functionality, making it technically infeasible for users to opt out of tracking while using Amazon services.
Amazon collects extensive biometric data including voice recordings, images, videos, and camera input with minimal specificity about purpose limitations or retention periods.
Vague and indefinite data retention policies with no specific deletion timelines; previous information versions retained indefinitely for company records.
Interest-based advertising using device identifiers, cookies, and hashed email addresses with third-party ad networks that can retarget users across non-Amazon sites.
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Data Collection & Tracking
Personal Information Collected
Account creation, order fulfillment, customer service, fraud prevention, and identity verification
Payment processing, fraud detection, credit risk scoring, and delivery confirmation
Delivery routing, location-based recommendations, store pickup services, and map integration
Product recommendations, service improvement, targeted advertising, and analytics
Order tracking, customer service, product recommendations, and fraud prevention
Voice service operation, Alexa functionality, store technology (Just Walk Out), and service improvement
Service operation, troubleshooting, security, device compatibility, and analytics
Interest-based advertising, ad targeting, ad effectiveness measurement, and cross-site tracking
Customer service, content moderation, fraud detection, and improving services
Recommendations, household sharing, Prime benefits, and contact-based features
Cross-device service integration, unified account management, and Alexa ecosystem functionality
Cloud storage service, file organization, and backup functionality
App recommendation, Prime Video analytics, download optimization, and service usage insights
Cross-Platform Tracking
Amazon tracks users across its ecosystem (Shopping, Prime Video, Alexa, AWS) and shares advertising identifiers (device IDs, hashed emails) with external ad networks for cross-site behavioral targeting and retargeting. They can link activity across multiple devices and associate it with your profile to serve coordinated ads on non-Amazon websites.
Tracking Methods:
Cookies
First-party and third-party cookies track user behavior across Amazon properties and external websites; used for authentication, preferences, and advertising
Advertising Identifiers (AAID/IDFA)
Mobile device identifiers shared with ad networks to serve targeted ads across apps and websites; linked to user profile
Device Fingerprinting
Technical characteristics (browser type, OS, device type, IP address) combined to create unique device profile for tracking and fraud detection
Hashed Email Address Matching
Email address hashed and shared with third-party ad networks to match user identity across platforms and enable cross-site retargeting
Alexa Voice Activation
Continuous audio input collection on Alexa devices; voice recordings stored and processed for service improvement and sent to AWS servers
Login Tracking
User login to Amazon account serves as universal identifier linking all activity across services (Shopping, Prime Video, Alexa, AWS)
Pixel Tags & Web Beacons
Third-party advertisers place tracking pixels on Amazon pages to collect data when users interact with ads or content
IP Address Logging
Every request to Amazon services logs IP address for fraud detection, analytics, and law enforcement compliance
AI & Data Training
Amazon UK does not train AI on your content
Based on their public policy, your content is not used to train AI models.
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 UK
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.