Amazon Consent Signal
The Amazon Consent Signal (ACS) is Amazon’s own format for telling Amazon Ads whether a visitor has consented to advertising. Amazon Ads only accepts personal data about visitors from the UK and the European Economic Area (EEA) when it comes with a valid consent signal.
CookieHub fully supports the Amazon Consent Signal as of version 2.9.1. It can be enabled under Integrations in the Settings tab of your CookieHub dashboard. Once enabled, CookieHub automatically passes the required signals to Amazon Ads.
What does the Amazon Consent Signal do?
Amazon accepts either the IAB TCF consent string or the Amazon Consent Signal. Only one is needed. If both are present, Amazon uses the TCF consent string, so ACS is the signal for websites that do not use IAB TCF.
The following parameters are used, each either granted or denied:
| Parameter | Purpose |
|---|---|
amzn_ad_storage | Controls whether advertising cookies, or similar technologies, can be read and written on the visitor’s device |
amzn_user_data | Controls whether Amazon can process the visitor’s personal data, such as advertising identifiers, for advertising |
Until the visitor has made a choice, both are denied.
Implementation methods
HTML implementation
- Add the CookieHub script to the
<head>of your website. - Enable Amazon Consent Signal under Integrations in your domain’s Settings tab, and click Save & publish.
- Consent signals are applied automatically when visitors accept or reject cookies.
Google Tag Manager (GTM) implementation
- Go to your GTM container.
- Add a new tag and choose the CookieHub CMP from the Community Template Gallery.
- Enter your CookieHub domain code.
- Set the trigger to Consent Initialization - All Pages.
- Save and publish.
- Enable Amazon Consent Signal under Integrations in your domain’s Settings tab, and click Save & publish.
You do not need to change your Amazon Ad Tag.
If your website uses a Content Security Policy, allow scripts from https://c.amazon-adsystem.com. See Content Security Policy.
Parameter mapping
| CookieHub Category | Amazon Consent Signal Parameter |
|---|---|
| Marketing | amzn_ad_storage, amzn_user_data |
| Analytics | – (not used by Amazon) |
| Preferences | – (not used by Amazon) |
| Necessary | – (not used by Amazon) |
In regions using IAB TCF, CookieHub does not send the Amazon Consent Signal, because Amazon reads the TCF consent string instead. Make sure Amazon is one of the vendors in your IAB TCF settings.
When is the Amazon Consent Signal required?
The Amazon Consent Signal is required if you use Amazon Ads, such as the Amazon Ad Tag, for visitors in the UK or EEA, and your website does not use IAB TCF in those regions.
Summary
| Feature | CookieHub Support |
|---|---|
| Amazon Consent Signal integration | ✅ Yes |
| HTML script integration | ✅ Yes |
| GTM integration with template | ✅ Yes |
| Parameter mapping to categories | ✅ Yes |
| IAB TCF consent string | ✅ Yes, used instead in TCF regions |