• Badge: ⚠️ Caution
• Red Flags:
  • RF1 — Own advertising / cross-service profiling
  • RF2 — High-risk third-country exposure without meaningful mitigation
• Risk Indicators:
  • Own-purpose data use (advertising); cross-publisher audience building; high-risk international transfers

Key Facts: Amazon's advertising platform uses purchase behaviour, search history, and cross-publisher signals for its own advertising ecosystem — the definition of RF1. Amazon DSP enables advertisers to target audiences built from Amazon's proprietary shopper data. US company; US transfer (RF2). Amazon Advertising EU entity; DPF participation.

Framework Note (v2.2): FRAMEWORK NOTE (v2.2): RF2 (high-risk third-country exposure) is recorded here as a significant risk factor and lowers the domain E score. Under the revised framework, RF2 alone does not trigger Caution — the Caution badge for this service is driven by RF1 / RF3 / RF4 (as noted above). The US transfer risk (where applicable) is covered by DPF participation and/or SCCs, which GDPR treats as a compliant transfer mechanism.

Quellen:

• Amazon Advertising Privacy Notice (advertising.amazon.com/resources/ad-privacy)
• Amazon Privacy Notice (amazon.com/gp/help/customer/display.html?nodeId=GX7NJQ4ZB8MHFRNJ)
• Amazon Advertising Terms.

• Receive personalised marketing offers
• Customise online ads (non-TCF)

• TPP Notified?: Not yet notified
• Decision Contested?: [nicht dokumentiert]