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Amazon Consent Signal
Built In

Share user consent with Amazon Ads automatically. Kukie sets the amzn_consent cookie so Amazon Ads tags respect visitor privacy choices - no manual code required.

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What is it

What is Amazon Consent Signal?

Amazon Consent Signal (ACS) is a consent framework for Amazon Ads. It uses a first-party cookie (amzn_consent) to communicate visitor consent preferences to Amazon advertising services.

If you run Amazon Ads in the UK or EEA, Amazon requires you to pass consent status via either IAB TCF or the Amazon Consent Signal. Without a valid signal, Amazon may limit your ability to use conversion tracking, audience building, and campaign optimisation.

Without it: Limited conversion tracking, restricted audience building, potential ad serving disruptions
With it: Full Amazon Ads functionality, compliant data collection, uninterrupted campaign performance

Signal flow

1 Page loads - defaults set based on region
2 Kukie banner shown to visitor
3 Consent given - amzn_consent updated
4 Amazon Ads tags read cookie

How it works

How Kukie Implements Amazon Consent Signal

Six key capabilities that connect your consent banner to Amazon Ads - with zero custom JavaScript.

Cookie

Automatic Cookie Management

Kukie sets the amzn_consent cookie automatically based on visitor consent. Both amznAdStorage and amznUserData parameters are managed - no custom JavaScript needed.

Regions

Region-Aware Defaults

EU/EEA visitors: both parameters default to DENIED (opt-in). Other regions: default to GRANTED. Consent model auto-detected via geo-location.

Signals

Real-Time Consent Updates

When a visitor changes their consent, the amzn_consent cookie is updated immediately. No page reload required.

Cookie

First-Party Cookie

The amzn_consent cookie is set as a first-party cookie on your domain. Amazon Ads tags read it directly - no third-party cookie dependency.

Independent

No Dependency on Other Integrations

ACS works independently of Google Consent Mode, Microsoft UET, or Clarity. Enable it on its own or alongside other integrations.

Setup

One-Click Setup

Enable Amazon Consent Signal from the Integrations tab in your Banner Editor. Toggle it on - Kukie handles the rest.

Parameter mapping

How Consent Maps to Amazon Parameters

Kukie maps your Marketing cookie category to both Amazon consent parameters. When a visitor accepts marketing cookies, both signals are set to GRANTED.

Kukie Category Amazon Parameters Default (EU)
Marketing
amznAdStorage amznUserData
DENIED

For non-EU visitors (opt-out, notice-only, or hidden consent model), both parameters default to GRANTED and are updated only if the visitor opts out.

Cookie format

The amzn_consent cookie stores a URL-encoded JSON object containing the consent state, visitor's country code, and timestamp.

Setup

Set Up in 3 Steps

Amazon Consent Signal works with a single toggle. No tag changes, no custom code, no developer required.

1

Add Your Site

Sign up and add your website domain. Kukie generates your embed code and unique site key.

2

Enable Amazon Consent Signal

Go to your site's Banner Editor, open the Integrations tab, and toggle on Amazon Consent Signal. Available on Pro, Agency, and Unlimited plans.

3

Deploy Your Banner

Add the Kukie embed code to your site. The amzn_consent cookie is set automatically on every page load and consent update.

That's it. Amazon Ads tags on your site will read the consent cookie automatically.

Compatibility

Works Alongside Your Other Integrations

Amazon Consent Signal runs independently. Enable it alongside any combination of Kukie's other integrations.

Google Consent Mode v2
Microsoft UET
Microsoft Clarity
Google Tag Manager
Matomo

Frequently Asked Questions

What is Amazon Consent Signal?
Amazon Consent Signal (ACS) is a consent communication framework from Amazon. It uses a first-party cookie called amzn_consent to share visitor consent preferences with Amazon Ads services. Advertisers running Amazon Ads in the UK and EEA must provide consent status via ACS or the IAB TCF framework.
Do I need ACS if I run Amazon Ads?
If you serve Amazon Ads to visitors in the UK or EEA, yes. Amazon requires a valid consent signal for data collection and ad targeting in those regions. Without it, your campaigns may face measurement limitations and restricted audience building.
What parameters does the amzn_consent cookie contain?
The cookie contains two consent parameters - amznAdStorage (ad-related cookies and identifiers) and amznUserData (user data for advertising). Both are mapped to Kukie's Marketing cookie category and updated together based on visitor consent.
Is ACS the same as Google Consent Mode?
No. ACS and Google Consent Mode are separate frameworks from different companies. ACS communicates consent to Amazon Ads via a first-party cookie. Google Consent Mode communicates consent to Google services via the gtag API. Kukie supports both - they work independently.
Which plans include Amazon Consent Signal?
ACS is available on Pro plans and above. Free plan users can upgrade to access this integration.
Does ACS work without Google Consent Mode?
Yes. Amazon Consent Signal is completely independent. You can enable ACS without enabling any Google integration, or run both simultaneously.
What happens if a visitor rejects marketing cookies?
Both amznAdStorage and amznUserData are set to DENIED in the amzn_consent cookie. Amazon Ads tags will read this and limit data collection accordingly. If the visitor later changes their consent, the cookie is updated immediately.
How do I test if ACS is working?
After enabling ACS, visit your site and accept marketing cookies. Open browser DevTools, go to Application > Cookies, and look for the amzn_consent cookie. It should contain a URL-encoded JSON object with both parameters set to GRANTED.

Ready to Connect Amazon Ads with Consent?

Set up Amazon Consent Signal in under 5 minutes. No code changes to your Amazon tags required.

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