Amazon Consent Signal

Pass consent to Amazon Ads when neither TCF nor GPP applies

The Amazon Consent Signal (ACS) passes your visitors' choice to Amazon Ads with no change to your Amazon tags.

When this signal matters — and when it does nothing

This is what sets the option apart from every other one in this section: Amazon reads the TCF first, then the GPP. The ACS signal is only a fallback, for the case where neither of those strings exists.

The visitor, and your configuration	What Amazon reads
Europe — TCF enabled (the default)	the TCF string
Europe — TCF disabled, GPP enabled	the GPP string
Europe — TCF and GPP disabled	the Amazon Consent Signal
United States — GPP enabled (the default)	the GPP string
United States — GPP disabled	the Amazon Consent Signal

In the United States there is no TCF string: the GPP decides on its own, and it alone.

On every row where a standard string exists, the ACS would be a second source of information — one that could contradict it. The CMP therefore does not emit it.

If you are looking to pass consent to Amazon in a standard configuration, there is nothing to enable: the TCF or the GPP already does it.

Activation

1. Go to your CMP configurations management.

2. Open the Add-ons section.

3. Go to the Other partners section.

4. Locate the Amazon Consent Signal block.

5. Turn the option on with the toggle.

6. Save your configuration.

Enabling it automatically adds Amazon Advertising to your partner list.

The ABconsent CMP must be loaded before your Amazon Ads scripts.

How it works

You have no line to change in your Amazon Ads tags. When the conditions above are met, the CMP loads Amazon's consent library and passes it the visitor's decision, updating it whenever they change their mind.

On page load, the decision from the previous visit is re-applied immediately, before Amazon's library has finished loading: a visitor who has already accepted is not treated as a refusal during that window. With no earlier choice on record, refusal applies.

If your site enforces a Content Security Policy, allow c.amazon-adsystem.com, from which Amazon's consent library is loaded.

If you pass this signal yourself rather than through this option, beware: the example in the Amazon documentation passes the strings 'GRANTED' and 'DENIED', which are the output format. The library itself expects booleans and throws on a string. The CMP option sends the booleans it expects.