Amazon Consent Signal CMP
Pass every UniConsent choice to Amazon Ads. Amazon Ad Tags and pixels receive ad storage and user data consent, with IAB TCF and GPP strings, for visitors in the EEA, the UK and beyond.
- Supported
- Yes: with the UniConsent Amazon Consent Signal tag
- Consent signal
- amznAdStorage, amznUserData, countryCode, IAB TCF, IAB GPP
- Works with
- Google Consent Mode v2, Microsoft UET, IAB TCF, IAB GPP
Amazon Consent Signal from Your UniConsent Banner
Amazon Ads requires a consent signal before it processes the data of visitors from the EEA and the UK for advertising. With the UniConsent Amazon Consent Signal tag, the choice a visitor makes in your UniConsent banner reaches Amazon Ad Tags and pixels automatically, on page load and after every change.
What Amazon Receives
| Amazon value | From UniConsent |
|---|---|
Ad storage (amznAdStorage) | Google Consent Mode ad_storage |
User data (amznUserData) | Google Consent Mode ad_user_data |
Country (countryCode) | The visitor's country |
| IAB TCF string | Where IAB TCF applies; Amazon uses it first |
| IAB GPP string | Where GPP is on, including US opt-outs |
Before a visitor in the EU makes a choice, Amazon keeps both values denied. After a US "Do Not Sell or Share" opt-out or Global Privacy Control, ad storage stays granted for measurement and user data is denied, the same as for Google.
One Banner for Google, Microsoft and Amazon
A single choice in the UniConsent banner updates Google Consent Mode v2, Microsoft UET Consent Mode and Amazon Consent Signal together, with IAB TCF and IAB GPP for programmatic partners.
Frequently Asked Questions
What is Amazon Consent Signal?
Amazon Consent Signal is how advertisers and publishers pass each visitor's consent choice to Amazon Ads: whether Amazon may use advertising storage and whether it may process the visitor's data for advertising, together with the visitor's country. Amazon tags read it from the amzn_consent cookie.
Who needs to send Amazon Consent Signal?
Anyone using Amazon Ads tags, such as the Amazon Ad Tag or Amazon pixels, with visitors from the EEA or the UK. Amazon requires a consent signal for these visitors before it processes their data for advertising.
How does UniConsent send Amazon Consent Signal?
Add the UniConsent Amazon Consent Signal tag next to the UniConsent tag. It loads Amazon's consent library and passes every UniConsent choice to it, on page load and after each change, with the IAB TCF and IAB GPP strings when they apply.
Which UniConsent choices map to Amazon's consent values?
Amazon ad storage follows Google Consent Mode ad_storage, and Amazon user data follows ad_user_data. One choice in the UniConsent banner updates Google, Microsoft and Amazon together.
Do I need IAB TCF for Amazon Ads?
No. When IAB TCF applies, Amazon reads the TC string and uses it first. Without it, for example with a consent categories banner, Amazon uses the consent values that UniConsent sends.
What does Amazon receive after a US opt-out?
After a US "Do Not Sell or Share" opt-out or a Global Privacy Control signal, ad storage stays granted for measurement and user data is denied, the same as for Google. The IAB GPP string carries the opt-out too.
Does the Amazon Consent Signal tag slow down other sites?
No. It is a separate tag that you add only on sites that use Amazon Ads. The main UniConsent tag does not change.
Set Up Amazon Consent Signal
- Sign up at app.uniconsent.com and install the UniConsent tag.
- Add the Amazon Consent Signal tag after the UniConsent tag on pages with Amazon tags:
<script async src="https://cmp.uniconsent.com/v2/amazon-consent.min.js"></script>
- Load Amazon tags after consent, with UniConsent's tag blocking or a
unic_datatrigger in Google Tag Manager.
Technical Documentation
Related Resources
Google Consent Mode CMP
Certified Google CMP Gold tier partner for Consent Mode integration.
Learn more →Microsoft UET Consent
Certified Microsoft UET Consent Mode CMP for Microsoft Advertising and Bing Ads.
Learn more →IAB TCF CMP
Certified IAB TCF CMP for EU and Canada programmatic advertising.
Learn more →Get started to make your website and application compliant for EU GDPR, US CPRA, CA PIPEDA etc
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