The amzn_ad_storage cookie is used by Amazon’s advertising technology stack to store data related to ad delivery, frequency capping, and conversion measurement on websites that run Amazon ad tags.
When a visitor views or clicks an Amazon-served ad, this cookie records the interaction so that Amazon can attribute subsequent conversions, limit how often the same ad is shown, and report campaign performance to advertisers. It operates as a third-party cookie when set on non-Amazon domains and as a first-party cookie on Amazon’s own properties.
Because amzn_ad_storage facilitates advertising tracking, it is classified as a non-essential cookie under GDPR and the ePrivacy Directive. Websites must obtain explicit consent before allowing the Amazon ad tag to set this cookie.
Under CCPA, users must be able to opt out of data collection via this cookie if the data qualifies as a sale or share of personal information. Properly categorising and gating this cookie within your consent framework is essential to avoid regulatory exposure, especially as enforcement agencies increase scrutiny of advertising-related tracking technologies.
Seers.ai identifies amzn_ad_storage during its automated cookie scans and assigns it to the advertising category. The consent banner presents this category to visitors with a clear description of its purpose. Only when the visitor grants advertising consent does Seers allow the Amazon ad script to load and the cookie to be written.
Integration with Google Consent Mode v2 means that the ad_storage consent signal is synchronised across both Google and Amazon tags, providing a consistent consent state for all advertising technologies on your site.
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