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Amazon Consent Signal - Usercentrics Implementation guide

Updated

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. 

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

Setting up Amazon Consent Signal on Usercentrics CMP

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


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.

 

Follow these steps to set up the Amazon Consent Signal:

  1. Navigate to your configuration.
  2. Under Service Settings - Data Processing Services, click the Add DPS via database button. Add the Amazon advertising service to the list of services, with the Marketing category. Then, publish the changes.
  3. Enable ACS under Configuration - CMP Settings - Amazon Consent Signal.
  4. Make sure that the script tag is implemented on the website.

When enabled, Usercentrics sets the necessary properties on the website so that Amazon only uses user data for ads and optimization if consent is given. The permissions are mapped to:

  • Marketing category
  • Amazon advertising (Template ID: N2spyFPL) data processing service

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

How does Amazon Consent Signal work

On the website’s data layer object, 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.

After completing the setup, the permissions amzn_user_data and amzn_ad_storage are both mapped to the Marketing category as well as the Amazon Advertising (Template ID: N2spyFPL ) Data Processing Service (DPS).

The values amzn_user_data and amzn_ad_storage are set to GRANTED only when the user has given consent for the Marketing category or for the Amazon Advertising DPS that is used on your website.