Advertising on Amazon? You need to know about the Consent Signal

If you advertise on Amazon Ads or work with third-party data providers that connect to Amazon, there's a regulatory development you can't afford to ignore: the Amazon Consent Signal (ACS). Since 2025 it has been mandatory for any website that transmits EU or UK user data to Amazon Ads, and failing to comply can cause your campaigns to underperform or put you in breach of the GDPR.

The good news: if you already use Lawwwing as your Consent Management Platform (CMP), this is covered. Here's everything you need to know.

What is the Amazon Consent Signal (ACS)?

The Amazon Consent Signal is Amazon Ads' own framework that allows advertisers and websites to communicate their users' privacy preferences directly to Amazon, in a granular and real-time way.

It works through two key technical parameters that are sent to Amazon Ads alongside every ad request:

• amzn_user_data: indicates whether the user has consented to Amazon processing their personal data (such as advertising identifiers) for advertising purposes.
• amzn_ad_storage: indicates whether the user allows Amazon to read or write advertising cookies or similar technologies on their device.

These parameters work similarly to Google Consent Mode, but within the Amazon ecosystem. Without them, Amazon has no way of knowing whether a user has consented or not — putting both your ad performance and your legal compliance at risk.

Why does Amazon require it?

The context is no coincidence. European privacy regulations — primarily the GDPR and the UK's Privacy and Electronic Communications Regulations (PECR) — require any company processing user data to have first obtained that user's explicit consent.

Amazon Ads, which processes data from millions of European users on behalf of its advertisers, needs assurance that this data arrives with the corresponding consent. Without it, Amazon itself could face regulatory violations.

That's why, since February 7, 2025, Amazon requires every advertiser transmitting personal data from users in the European Economic Area (EEA) or the United Kingdom to use one of two routes:

1. The IAB Transparency & Consent Framework (TCF), the European advertising consent standard.
2. Or Amazon's own Amazon Consent Signal (ACS).

Furthermore, from that date onwards, country codes in ISO 3166 format and consent strings became mandatory fields in every signal sent to Amazon.

Who does the Amazon Consent Signal affect?

ACS is relevant to you if:

• You use Amazon Ads (Sponsored Products, Sponsored Brands, Display Ads, DSP…) and have visitors from the EU or the UK.
• You share user data with Amazon via conversion pixels, Amazon Marketing Cloud (AMC), or Ads Data Manager integrations.
• You work with third-party data providers that feed campaigns into Amazon Ads.

If any of these scenarios apply to your business, you need a CMP configured with ACS active. Without it, Amazon may reject the data you send or limit the reach of your campaigns.

How the Amazon Consent Signal works in practice

When a user visits your website, your CMP's cookie banner asks them whether they accept or reject the use of cookies and the processing of their data for advertising purposes. The user's response — whether a "yes", a "no", or a granular selection — must be translated into the amzn_user_data and amzn_ad_storage parameters and sent to Amazon Ads.

This process happens automatically when your CMP is properly integrated with ACS. The flow works like this:

1. The user interacts with the consent banner.
2. The CMP records the user's preferences.
3. The CMP generates and sends the ACS signals to Amazon Ads in real time.
4. Amazon Ads adjusts its tracking and targeting behaviour based on those signals.

If the user does not consent, Amazon Ads does not activate ad tracking for that user. If they do consent, campaigns run at full capacity.

Lawwwing already integrates the Amazon Consent Signal

Lawwwing is a Google-certified CMP compatible with the market's leading consent standards, including Google Consent Mode v2. And the integration with Amazon Consent Signal is already available for all platform users.

This means that if you already have Lawwwing installed on your website, the transmission of ACS signals to Amazon Ads can be managed directly from your Lawwwing settings — no additional technical development or third-party tools required.

What does Lawwwing do exactly?

• Captures user consent through a customisable, GDPR-compliant cookie banner.
• Automatically translates user preferences into the amzn_user_data and amzn_ad_storage parameters.
• Sends the signals to Amazon Ads at the right moment, with the correct country code and the required consent string.
• Records and stores consent evidence, allowing you to demonstrate compliance in the event of an audit by a data protection authority.
• Updates automatically whenever Amazon or privacy regulations change their requirements.

All of this without you having to touch a single line of code.

Benefits of managing ACS with Lawwwing

Using Lawwwing to comply with the Amazon Consent Signal is not just a matter of legal compliance — it also has a direct impact on your campaign performance.

Higher data quality for Amazon. Well-structured consent signals allow Amazon Ads to work with higher-quality data, which can improve targeting precision and conversion attribution among users who have consented.

No disruption to your campaigns. Complying with ACS prevents Amazon from rejecting or limiting the processing of your data, protecting the volume and effectiveness of your current campaigns.

Centralised legal compliance. From a single Lawwwing dashboard you manage consent for Google, Amazon, social media, and any other platform that requires consent signals. No need to configure each tool separately.

Auditable records. Every consent is stored with a timestamp, country, and user preferences. This is essential if a data protection authority requests evidence of compliance.

Future-proof setup. The regulatory trend is clear: more advertising platforms will adopt similar consent signal systems. With a CMP like Lawwwing, you're already prepared for what comes next.

Frequently asked questions about the Amazon Consent Signal

Is ACS mandatory if I sell on Amazon but don't use Amazon Ads? If you don't use any Amazon Ads services or share user data with Amazon for advertising purposes, ACS doesn't directly apply to you. However, if you activate Amazon Ads campaigns in the future, you'll need to have it configured.

Does ACS replace the IAB TCF? Not necessarily. They are two alternative routes to meet the same requirement. Amazon accepts both. Lawwwing can manage either option depending on how your advertising integration is set up.

What happens if I don't implement ACS? Amazon may reject the data you send or treat it as data without consent, limiting the targeting, retargeting, and measurement of your campaigns. You would also be in breach of your GDPR obligations by transmitting European user data without adequate safeguards.

Do I need a developer to activate ACS in Lawwwing? No. The setup is done from the Lawwwing admin panel. If you have any questions about how to enable it in your account, the Lawwwing support team can guide you through it.

Conclusion: consent is no longer just about GDPR — it's about advertising too

The Amazon Consent Signal is a clear indicator of where the industry is heading: major advertising platforms are building their own consent mechanisms because privacy regulations require it. Ignoring these signals doesn't just carry legal consequences — it also has practical consequences for your campaign performance.

Lawwwing gives you the infrastructure to meet all these requirements from a single place, automatically, and with the traceability you need to prove you're doing it right.

Not using Lawwwing yet? Get started today and make sure your website complies with the Amazon Consent Signal, Google Consent Mode v2, and the GDPR — without any technical headaches.

Last updated: May 2026