Amazon Ads

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.