Amazon
Amazon.com, Inc.
Analysed ·Policy updated
https://www.amazon.com/gp/help/customer/display.html?nodeId=GX7NJQ4ZB8MHFRNJ1 Concern3 Mixed0 Positive
D40 / 100
In Plain English
Amazon builds a detailed picture of everything you buy, watch, say to Alexa, and do in their physical stores — then uses it to sell you ads. They don't sell your data to others and have real security certifications, but the sheer breadth of collection across shopping, voice, surveillance cameras, and credit history is hard to escape if you use their services.
Category Breakdown
Known data breaches
No known public data breaches
Amazon does not appear in the Have I Been Pwned database of publicly disclosed data breaches.
How Amazon could earn a higher grade
Recommended changes
- Stop sharing purchase history and browsing data with third-party advertisers by default — make this opt-in rather than opt-out.
- Publish specific retention periods for Alexa voice recordings and allow permanent deletion without it affecting device functionality.
- Provide clear disclosure of which Amazon subsidiaries (Ring, Twitch, Whole Foods, IMDb) share data with the main Amazon ad profile.
- Offer a meaningful way to use Amazon services without contributing to the advertising profile — a paid privacy tier or data minimisation mode.
- Remove the ability to purchase third-party data from brokers and merge it with first-party purchase data for ad targeting.
- Publish a commitment that Ring camera footage and door-bell data will never be shared with law enforcement without a court order.