Strongest: User Control
65/100
Amazon is strongest where users can manage ad preferences, browsing history, device links, deletion requests, and account-level privacy choices.
Amazon Shopping is Amazon's retail marketplace, reviewed for purchase history, personalization, ads, sharing, retention, and controls.
50
Weak
50
Weak
Amazon gives shoppers real account controls, but browsing, purchases, and device links still feed a very large advertising system.
Amazon is strongest where users can manage ad preferences, browsing history, device links, deletion requests, and account-level privacy choices.
The weakest area is the combined shopping profile built from purchases, searches, devices, Alexa connections, and cross-service ad signals.
45
Weak
Shopping, browsing, search, purchase, and interaction data can personalize Amazon experiences and recommendations.
Account-linked retail histories still create a broad internal data-use surface even when some controls are available.
Amazon says it does not sell customer personal data.
Amazon provides privacy controls for account history, ads, and device links.
Some shopping personalization can be reduced through browsing-history and advertising controls.
45
Weak
Data can still flow through affiliates, sellers, service providers, advertisers, devices, payments, and legal recipients.
Third-party seller, payment, and device ecosystems can broaden the sharing surface beyond Amazon retail itself.
Amazon documents limited circumstances for sharing customer data.
Users can manage some account, ad, and device preferences that affect how information is reused.
Some sharing paths depend on whether a user engages with third-party sellers, payments, or linked devices.
35
Poor
Amazon uses cookies, browsing, purchases, searches, device data, and advertising signals.
Shopping activity can be linked across account, advertising, and device ecosystems.
Users can manage ads, browsing history, communication preferences, and data requests.
Amazon documents privacy and ad-related settings instead of hiding them entirely.
Browsing-history controls can reduce some recommendation and targeting intensity.
55
Weak
Order, payment, tax, fraud, legal, and seller records can limit deletion.
Third-party sellers, linked devices, and account systems can preserve copies outside a single shopping-history deletion action.
Amazon provides access and deletion request paths.
Users can manage some browsing and preference histories directly.
Account and device settings give users some ability to reduce future collection or linkage.
65
Mixed
Purchase history and marketplace records are hard to erase fully.
Many outcomes still depend on third-party sellers, payments, and the wider Amazon account ecosystem.
Users can manage browsing history, ads, devices, communications, and privacy requests.
Account-level settings let users influence recommendations, some ads behavior, and linked-device exposure.
Data-rights request paths give users a formal route to challenge or remove some stored information.
Shopping privacy can be improved by reviewing third-party seller interactions and device links.
Privacy Policy
Open: amazon.comPolicies Privacy Page
Open: policies.google.com1. Shopping Browsing
Shopping, browsing, search, purchase, and interaction data can personalize Amazon experiences and recommendations.
2. AI Use
Account-linked retail histories still create a broad internal data-use surface even when some controls are available.
3. No Sale
Amazon says it does not sell customer personal data.
4. Tracking
Amazon provides privacy controls for account history, ads, and device links.
5. Tracking
Some shopping personalization can be reduced through browsing-history and advertising controls.
Founded
Jul 1994
Founder
Jeff Bezos
Parent Company
Amazon
Lifecycle
Active
Category
Ecommerce & Payments
CEO
Andy Jassy
Security Team
Security Team
Date Added
06-10-2026
