Amazon first-party data is the information Amazon collects directly from its customers through their interactions on the marketplace, Prime Video, Alexa, Kindle, and other owned properties. This data includes purchase history, search queries, browsing behaviour, wish lists, and product reviews.
Amazon captures this data on its own platforms with user consent provided at account creation; it qualifies as first-party data, highly reliable, privacy-compliant, and uniquely rich in purchase-intent signals. Advertisers access this data through Amazon’s advertising console to target audiences based on shopping behaviour, demographics, and lifestyle segments.
As third-party cookies disappear, advertisers are shifting budgets toward platforms that offer deterministic, consent-based audience targeting. Amazon’s first-party data fills this gap by connecting ad impressions directly to verified purchases, enabling closed-loop attribution that most other platforms cannot match.
Sponsored Products, Sponsored Brands, and DSP campaigns all leverage this data to deliver ads to high-intent shoppers. For brands selling on Amazon, combining their own first-party data collected via a CMP like Seers.ai on their direct-to-consumer site with Amazon’s marketplace signals creates a comprehensive view of the customer journey.
If you drive traffic from your website to Amazon product pages, ensuring consent-compliant tracking on your site is essential for accurate attribution. Seers captures visitor consent before any Amazon attribution pixel fires, ensuring that the data flowing into your Amazon Ads reports has a valid legal basis.
Server-side tagging through Seers further improves signal quality by reducing data loss from browser-based blockers. This consent-first approach strengthens both your Amazon campaign optimisation and your compliance posture across jurisdictions.
Improve Amazon campaign attribution with smarter consent using Seers AI
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