Do Amazon Ads conversion pixels require cookie consent?

Yes. Amazon Ads scripts — conversion pixels, attribution tags, and DSP retargeting pixels — are marketing-category trackers. They perform cross-site tracking and build behavioral profiles for advertising. GDPR and ePrivacy require explicit consent before any of these scripts execute.

What cookies does Amazon Ads set?

Amazon Ads sets ad-id (1-year expiry, advertising identifier on amazon-adsystem.com), ad-privacy (5-year expiry, consent preference), session-id and session-id-time (2-year expiry, click attribution), and ubid-main (1-year, browser identifier). Scripts load from aax.amazon-adsystem.com.

How does ConsentStack categorize and block Amazon Ads?

ConsentStack assigns Amazon Ads to the marketing category. Conversion pixels, attribution tags, and DSP retargeting scripts are all blocked until the visitor grants marketing consent. AWS infrastructure and CloudFront CDN resources are treated separately as essential and are never blocked.

What tracker domains does Amazon Ads use?

ConsentStack has catalogued tracker domains for Amazon Ads including s.amazon-adsystem.com, aax.amazon-adsystem.com and z-na.amazon-adsystem.com. These are the network destinations Amazon Ads's scripts contact, which a consent platform blocks until a visitor agrees.

Amazon Ads - Advertising Pixel & Consent Management

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Overview

Amazon Ads provides a programmatic advertising platform offering display, video, Sponsored Products, Sponsored Brands, and Sponsored Display advertising across Amazon properties and the Amazon DSP network of third-party publisher sites. Advertisers place conversion pixels and attribution tags on their own websites to measure campaign performance and build retargeting audiences.

What This Script Does

Amazon Conversion Pixel The conversion pixel fires on thank-you pages, confirmation pages, and other post-conversion destinations. It loads from aax.amazon-adsystem.com and records:

That a user who previously clicked an Amazon ad reached the conversion page
Page URL, referrer, and timestamp of the conversion event
Product identifiers and transaction values for commerce advertisers
Custom conversion event names (e.g., "sign_up", "purchase", "download")

Amazon Attribution Amazon Attribution tags (aax-eu.amazon-adsystem.com, aax-us-east.amazon-adsystem.com) track clicks and conversions across non-Amazon marketing channels — Google Ads, Facebook, email, display — to give advertisers a cross-channel view of what drives Amazon sales. These tags fire on off-Amazon landing pages and post-purchase confirmation pages.

Amazon DSP Remarketing Pixel The DSP retargeting pixel builds audience segments for Amazon's demand-side platform. It fires on product pages, category pages, and cart pages to create segments such as "viewed category X but did not purchase." These segments are used to serve targeted ads on Amazon properties and across the Amazon Publisher Direct network (news sites, apps, streaming services).

Cookies set:

ad-id (third-party via amazon-adsystem.com, 1 year) — Amazon advertising identifier
ad-privacy (third-party, 5 years) — user advertising consent preference recorded by Amazon
session-id / session-id-time (third-party, 2 years) — session attribution identifiers for associating ad clicks with conversions
ubid-main (third-party, 1 year) — unique browser identifier for cross-session attribution

Domains contacted: aax.amazon-adsystem.com, aax-eu.amazon-adsystem.com, s.amazon-adsystem.com, fls.doubleclick.net (Floodlight integration for cross-network attribution)

Data collected per request: IP address, User-Agent string, page URL, referrer URL, Amazon click identifier (amzn_adid), product ASINs viewed or purchased, conversion values, session timestamps.

Consent & Compliance

GDPR/ePrivacy: Amazon Ads conversion and retargeting pixels perform cross-site tracking and build behavioral profiles for advertising. All three tag types require explicit opt-in consent under GDPR Article 7 and the ePrivacy Directive. The third-party cookies set by amazon-adsystem.com are advertising cookies requiring consent before placement. IAB TCF Purposes 1, 2, 3, 4, and 7 apply.

CCPA/CPRA: Sharing conversion and behavioral data with Amazon's advertising platform qualifies as selling or sharing personal information under CCPA. Global Privacy Control (GPC) opt-out signals must be honored.

EU-US Data Transfers: Amazon.com Inc. participates in the EU-US Data Privacy Framework (DPF).

Consent category: Marketing.

Should You Block This Without Consent?

Yes. All Amazon Ads scripts — conversion pixels, attribution tags, and DSP retargeting pixels — perform advertising attribution and audience-building through cross-site tracking. Block them entirely until marketing consent is granted. Note that AWS-hosted static assets and CDN resources are infrastructure unrelated to advertising and do not require consent.

Is Amazon Ads GDPR compliant?

Amazon Ads typically loads marketing trackers, which are not strictly necessary for your site to work. Under the GDPR and the ePrivacy Directive, non-essential cookies and trackers must stay blocked until a visitor gives clear opt-in consent. So Amazon Ads can be fully GDPR compliant, but only if your site holds its scripts until consent is granted and lets visitors decline just as easily. Compliance depends on how your site loads Amazon Ads, not on Amazon Ads itself.

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