Amazon: ad preferences

Last checked: 28 Sep 2026

Amazon's ad settings are on its advertising preferences page, the same in the UK and US. They change whether ads are based on your interests, not whether you see ads. For Fire TV and Echo devices, see the device's own settings, for example Fire TV settings.

Amazon account ad settings

Interest-based adsAds continue, less personalised

amazon.co.uk/adprefs (UK) or amazon.com/adprefs (US) → Do not show me interest-based ads provided by Amazon → Submit

Amazon says it will no longer show you interest-based ads. You may still see ads from Amazon; they just won't be based on your interests.

If you're signed out, the choice is saved in a cookie for that browser only, so clearing cookies or switching browser means choosing again. Sign in to apply it to your account. Personalised product recommendations are separate and continue.

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Delete ad dataRelated setting

amazon.co.uk/adprefs → Delete ad data

Deletes personal information linked to this device from Amazon's ad systems, so past activity isn't used for ads.

Amazon keeps data it needs for fraud, legal and tax purposes, and resumes interest-based ads from new activity unless you also opt out above.

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Cross-context behavioural ads (US)Ads continue, less personalised

amazon.com/privacyprefs → Opt out of cross-context behavioral ads

Under some US state laws: stops Amazon using its store and services data for ads off Amazon, and using information advertisers provide for ads on Amazon.

Ads based on your activity on Amazon and its co-branded subsidiaries continue.

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This page describes your options and how organisations say they handle requests. It isn't legal advice. See About & sourcing to report a correction.