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Amazon Consent Signal - Cookiebot Implementation guide

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Amazon Consent Signal

In addition to supporting the Interactive Advertising Bureau’s (IAB) Transparency & Consent Framework (TCF) signal, Amazon Ads has introduced Amazon Consent Signal (ACS) which enables advertisers and other third parties to transmit their end users' privacy choices to Amazon Ads.

Cookiebot CMP has built-in support for ACS. You must set up Cookiebot CMP with ACS once you start collecting or passing user data to Amazon Ads services (e.g., Amazon Advertising). 

How does Amazon Consent Signal work

ACS uses two parameters to communicate user consent:

  • 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 from the user's device. Acceptable values are GRANTED or DENIED.

The permissions amzn_user_data and amzn_ad_storage are both mapped to the Marketing category.

The values amzn_user_data and amzn_ad_storage are set to GRANTED only when the user has given consent for the Marketing category.

Setting up Amazon Consent Signal on Cookiebot CMP

When enabling Amazon Consent Signal the integration will store a first party cookie similar to


'amzn_consent=%7B%22geo%22%3A%7B%22countryCode%22%3A%22EU%22%7D%2C%22amazonConsentFormat%22%3A%7B%22amznAdStorage%22%3A%22GRANTED%22%2C%22amznUserData%22%3A%22GRANTED%22%7D%2C%22timestamp%22%3A%222025-12-09T12%3A31%3A09.666Z%22%2C%22version%22%3A%221%22%7D'

With some webserver setups this can cause a Web Application Firewall (WAF) to trigger and therefore you might need to configure your WAF to allow this cookie and its format.

 

ACS is disabled by default. You can however enable it. 

Enabling ACS can be achieved in 2 ways:

  1. By adding the following attribute to the script: 

data-amazon-consent-signal="disabled"

  1. By adding the following parameter to the URL: 

?amazonConsentSignal=disabled

When enabled, Amazon automatically adjusts its behavior based on the user’s consent status, and only uses user data for ads and optimization if consent is given. The permissions are mapped to the following categories:

  • Marketing

Note: The Amazon Consent Signal feature is available in all templates except the TCF template because the TCF string overrides the ACS.

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