Amazon Consent Signal (ACS): Everything you need to know

If you transmit or make available to Amazon Ads any personal information in connection with your use of any Amazon advertising services in the UK and EEA, you must share a valid consent signal and the country code in which the customer granted consent. 

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The product team at Didomi has been working closely with Amazon to prepare our solutions to support this new framework, benefiting from an exclusive look into its capabilities, requirements, and potential.

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In this article, we outline what Amazon Consent Signal entails, how it works, and the steps to take. 

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What is Amazon Consent Signal (ACS), and why does it matter?

Amazon has developed its own consent mode framework (Amazon Consent Signal or ACS), similar to Google consent mode, and is expected to enforce its use across Amazon Ads clients:

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In addition to supporting the Interactive Advertising Bureau’s (IAB) Transparency & Consent Framework (TCF) signal and Global Privacy Protocol (GPP), you can also use Amazon Consent Signal (ACS) to transmit the end users' privacy choices to Amazon Ads in the UK and EEA.

- Amazon Advertising

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Companies using Amazon advertising services to run ads in the UK and the EEA must comply with Amazon's consent requirements to ensure that ad delivery, targeting, and measurement are not impacted. Without integration, advertisers may face disruption with their Amazon ads services. 

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Should you implement Amazon consent mode?

Benefits of Amazon Consent Signal

The ACS framework can support deeper measurement, targeting, and data quality benefits, especially when paired with Amazon Ad Tech products.

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Some of the benefits of using ACS with Amazon Ads include:

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1. Cleaner data for Amazon Ads: Consent signals ensure that only valid user data flows into Amazon Ads, providing more accurate attribution, segmentation, and audience insights.
2. Audience targeting: Consent-aware segments enable compliant retargeting and lookalike building through Amazon DSP, resulting in minimal waste.
3. Global readiness: ACS supports EEA, UK, and other privacy jurisdictions, preparing your stack for future regulations.
4. Brand trust: Demonstrating respect for consent and privacy builds long-term credibility with users.

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Amazon Consent Signal implementation: How does it work?

Amazon Consent Signal (ACS), like other consent modes, provides a user-friendly format for advertisers to share their consent choices when uploading or sharing customer data with Amazon Ads. It includes two specific signals:

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• amzn_user_data: Indicates whether the user has consented to Amazon processing personal data (e.g., an advertising identifier) for advertising purposes.
  
  • Acceptable values are "GRANTED" or "DENIED".
• amzn_ad_storage: Indicates whether the user has given Amazon consent to read or write advertising cookies or similar technologies on the user's device.
  
  • Acceptable values are "GRANTED" or "DENIED".

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Check out Amazon’s technical documentation on consent management for more information, and see the framework in practice with a concrete example of an application:

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Use case: Amazon Consent Signal (ACS) + Amazon Marketing Cloud (AMC) in action

Next steps and how to get started with Amazon consent mode and Didomi

Didomi is one of the first CMPs to integrate with Amazon Consent Signal mode. We are actively collaborating with Amazon to integrate and support the required signal format. If you’re running ads in the UK and EEA, you must implement Amazon Consent Signal.

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Based on your current configuration, your next steps will vary: 

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• If you’re a Didomi customer, you benefit from out-of-the-box compliance with Amazon Consent Signal. No custom integration needed.
• If you’re not a Didomi customer, ensure that your CMP provider is working with Amazon to provide the necessary solutions. If that’s not the case, consider migrating to Didomi.
• If you don’t have a CMP, you have to catch up! Check out our comparison of the best CMPs on the market, or book a demo of ours with one of our experts.

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We commit to providing the latest integrations to our customers as part of our broader Privacy Signals solution, which aims to support evolving platform-specific consent modes, including those from Amazon, Microsoft, and Google. 

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Head to our Amazon Consent Signal documentation to learn more, and book a call with one of our experts to discuss your unique setup and how Didomi can help.

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