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Ketch and Amazon Ads

Stop retargeting someone the moment they opt out, without waiting on a manual process to catch up.

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Amazon Ads Integration Documentation
Amazon Ads

About Amazon Ads

Amazon Ads runs Sponsored Products, Sponsored Brands, and Sponsored Display campaigns off audience data built from behavior across Amazon's marketplace. Behavioral advertising is squarely a regulated purpose under most privacy laws, which means an opt-out has to actually remove someone from being retargeted, not just get logged somewhere as a preference.

Ketch connects to Amazon Ads to make that removal automatic.

Capabilities

How Ketch works with Amazon Ads

The Ketch Amazon Ads integration supports Consent Orchestration.

Consent Orchestration

When a person opts out of the Ketch canonical purpose mapped to behavioral advertising, Ketch sends a delete event directly to the Amazon Advertising tag, which removes them from audiences so they stop being retargeted. Amazon Ads also respects browser-specific consent settings on top of this event-based mechanism.

With Ketch, teams can

  • Automatically remove a person from Amazon Ads retargeting audiences the moment they opt out of behavioral advertising
  • Rely on an event-based mechanism tied to the Amazon Advertising tag already running on the site, rather than a manual audience export
  • Layer this on top of browser-level consent settings Amazon Ads already respects

The gap

The problem this integration solves

Amazon Ads is built to run advertising at marketplace scale, not to individually track which specific person just opted out and remove them from every audience they're in. Without a connected integration:

01. An opt-out captured elsewhere has no automatic path to actually removing someone from Amazon's retargeting audiences

02. There's no way to independently confirm on Ketch's side whether a specific person has been deleted; only someone with access to Amazon's own systems can confirm that

03. Manual removal doesn't scale to the volume of opt-outs a real privacy program generates

Ketch resolves the first two problems by triggering the deletion event automatically and by pointing teams to Amazon's own validator tool to confirm delivery, even though final confirmation of the deletion itself still has to happen on Amazon's side.

Why Ketch

Why teams choose Ketch for Amazon Ads privacy compliance

Permissioning infrastructure that governs Amazon Ads the same way it governs every other system in your stack — not a one-off connector bolted onto a banner.

  • Event-driven, not batch-based

    The delete event fires at the moment of opt-out, tied to the tag already running on the site, rather than waiting for a periodic export-and-remove cycle.

  • Honest about where the integration's visibility ends

    Ketch can confirm the delete event was sent; confirming that Amazon actually removed the person requires someone with access to Amazon's own systems, and this integration doesn't overstate what it can verify on its own.

  • Backed by enforcement precedent

    The California Privacy Protection Agency fined Honda $632,000 over improperly configured data sharing with ad-tech partners, a reminder that behavioral advertising audiences are exactly the kind of system regulators expect to see opt-outs actually enforced against, not just logged.

Questions about the Amazon Ads integration

Related reading

Expert insights for teams connecting Amazon Ads

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