Amazon Consent Signal
Turn it on, read the cookie and test your setup, with troubleshooting.
Amazon Consent Signal
What Amazon Ads asks for, handled.
Amazon asks advertisers with visitors in the UK and the EEA for a consent signal with every tag event. Kukie.io writes it from your cookie banner, keeps it up to date and adds the visitor's country.
Amazon Consent Signal is available on the Agency and Unlimited plans.
Watch the explainer
How the signal works, step by step.
Turn it on, see what the cookie holds, then follow a visitor's choice to Amazon's tag and back, on the same page.
2 minutes 7 seconds, narrated, with captions in the player. The sites and rules in it are examples.
Read the transcript
- 0:00 If you run Amazon Ads for visitors in the UK or the European Economic Area, Amazon asks for each visitor's consent with every tag event.
- 0:10 Amazon Consent Signal is that consent, written in a first-party cookie that Amazon's tag reads.
- 0:17 Kukie.io writes it for you, straight from your cookie banner. Turn on one switch in the Banner Editor, and there's no code to add.
- 0:25 The cookie holds two settings, ad storage and user data. Both follow your Marketing category, so they always change together. Kukie.io adds the visitor's country, and the cookie lasts a year.
- 0:38 Before anyone chooses, the default comes from your region rule. It's denied under opt-in, and granted under opt-out or notice only. A privacy signal you respect, like Global Privacy Control, keeps it denied.
- 0:51 Now the visitor accepts. Kukie.io rewrites the cookie and sends the change event Amazon's tag listens for, so the tag switches straight away, on the same page.
- 1:02 In the Network panel, every Amazon event carries the current choice. The page view before the choice says denied. Add to cart, after it, says granted.
- 1:12 Changed their mind? The visitor reopens the banner and rejects, and the very next event says denied. No reload needed.
- 1:20 We check all of this against Amazon's own tag, in Chromium and WebKit.
- 1:26 A few things to know. Kukie.io doesn't add Amazon's tag, so install it as you do today. Keep a region rule, so the country is filled in. And run one consent tool, because Amazon uses a TCF string instead when it finds one.
- 1:41 It works on its own, or beside Google Consent Mode and Microsoft UET. On WordPress, the free Kukie.io plugin adds the banner without code, and the same switch in your Banner Editor turns the signal on.
- 1:55 Amazon Consent Signal, from Kukie.io. Your visitors decide, and Amazon's tag knows at once.
What Amazon asks for
Every requirement, covered.
Amazon's tag reads the amzn_consent cookie when it loads and listens for changes after that. Here is what it needs and where it comes from.
| Amazon asks for | Kukie.io |
|---|---|
| Consent for ad cookies | Sets amznAdStorage from the Marketing category. |
| Consent for user data | Sets amznUserData from the Marketing category. |
| The visitor's country | Adds two letters, such as DE, from the region lookup. |
| The current choice on every event | Rewrites the cookie and sends amznConsentChange, so the tag switches on the same page. |
| One consent framework | Uses ACS on its own, with no TCF string beside it. |
How it works
One visit, three moments.
The signal is written before the banner shows and rewritten on every choice, on the same page.
-
Before a choice
The default comes from your region rule: DENIED under opt-in, GRANTED under opt-out or notice only, DENIED for a privacy signal you respect.
-
The visitor chooses
Kukie.io rewrites the cookie and sends the amznConsentChange event, so the tag switches at once.
-
The visitor changes their mind
Reopening the banner and rejecting reaches the tag the same way, on the same page.
How it decides
What Amazon receives, moment by moment.
The default comes from your region rule, and each choice rewrites it. Choose a moment to see the cookie and what Amazon's tag sends next.
The amzn_consent cookie
- amznAdStorage
- DENIED
- amznUserData
- DENIED
- geo.countryCode
- DE
Network, filtered for amazonConsentString
next eventamzn_ad_storage=DENIED · amzn_user_data=DENIED
The default under an opt-in rule, written before the banner shows.
Tested
Checked against Amazon's own tag.
We load the Kukie.io banner beside Amazon's amzn.js, make each choice and read the consent Amazon's tag attaches to its next event.
- Chromium
- WebKit
- Last run on
| Step | Next event |
|---|---|
| The page loads under an opt-in rule, before a choice | DENIED |
| The visitor selects Accept all, same page | GRANTED |
| The next page loads | GRANTED |
| The visitor reopens the banner and selects Reject all, same page | DENIED |
Check it yourself
Check it in two minutes.
You need your site and your browser's developer tools. Nothing here needs an Amazon account.
1. The cookie
Accept on your site, then open Application, then Cookies. The amzn_consent value decodes to this:
A first-party cookie for 1 year, SameSite Lax and Secure on HTTPS pages.
2. The event
Open Network and filter for amazonConsentString. Each Amazon event carries the same choice:
The first event fired before the choice, the next two after it, on the same page.
Before you start
What the signal needs from you.
Amazon Consent Signal is one switch. These make sure the signal Amazon receives is complete.
Your Amazon tag
Kukie.io does not add Amazon's tag. Install it as you do today, and Kukie.io writes the signal it reads.
A region rule
The country code comes from the region lookup. Keep at least one region rule on the site, or the code stays empty.
One consent tool
If an IAB TCF consent tool also runs on the page, Amazon reads its string and ignores Amazon Consent Signal.
A plan that includes it
Amazon Consent Signal is available on the Agency and Unlimited plans.
Setup
One switch in the Banner Editor.
There are no tag changes and no code to write.
-
Step 1: Add your site
Create an account and add your website. Kukie.io gives you the embed code for your pages. -
Step 2: Turn on Amazon Consent Signal
In your site's Banner Editor, open Integrations and turn on Amazon Consent Signal. -
Step 3: Publish your banner
Add the embed code to your site. Kukie.io writes the cookie on every page load and tells the tag about every change.
Works on its own or beside the other consent signals
- Google Consent Mode v2
- Microsoft UET Consent Mode
- Microsoft Clarity
- Google Tag Manager
- Matomo
Documentation
Guides to setting it up.
Step-by-step guides in the Help Centre.
-
-
Microsoft UET Consent Mode
Send the same choice to Microsoft Advertising.
-
Google Consent Mode v2
Send each choice to Google Analytics, Google Ads and Tag Manager.
Questions about Amazon Consent Signal
What is Amazon Consent Signal?
Amazon Consent Signal (ACS) is Amazon's way for a website to share each visitor's consent with Amazon Ads. It uses a first-party cookie called amzn_consent. Advertisers running Amazon Ads in the UK and the EEA must provide consent status through ACS or the IAB Transparency and Consent Framework.
Does Kukie.io add Amazon's tag to my site?
No. Install your Amazon tag as you do today. Kukie.io writes the consent signal the tag reads and tells it about every change.
Does the Amazon tag see a new choice straight away?
Yes. Kukie.io rewrites the amzn_consent cookie and sends the amznConsentChange event that Amazon's tag listens for, so the next Amazon event on the same page carries the new choice. Without the event the tag would keep the state it read when the page loaded.
What does the amzn_consent cookie contain?
Two consent parameters, amznAdStorage (ad cookies and identifiers) and amznUserData (user data for advertising), plus the visitor's country code and the time it was written. Both parameters follow Kukie.io's Marketing category, so they always change together.
Why is the country code empty?
The country comes from Kukie.io's region lookup, the same one that picks your region rule. It is empty when that lookup fails, for example on a network timeout, or when the site has no region rules. Keep at least one region rule on the site.
What if my site also runs an IAB TCF consent tool?
Amazon uses the TCF string and ignores ACS when it finds both. Kukie.io does not generate TC strings, so run one consent tool on the site.
My firewall blocks the amzn_consent cookie. What can I do?
Some web application firewalls flag the JSON in the cookie's value. Add amzn_consent to your firewall's allowlist.
Is ACS the same as Google Consent Mode?
No. ACS and Google Consent Mode are separate frameworks from different companies. ACS passes consent to Amazon Ads in a first-party cookie. Google Consent Mode passes it to Google services through the gtag API. Kukie.io supports both, and each works on its own.
Which plans include Amazon Consent Signal?
Amazon Consent Signal is available on the Agency and Unlimited plans. The pricing page lists what each plan includes.
Does Kukie.io send consent with server-side events?
No. Kukie.io signals consent to Amazon's tag in the browser. If you also send events to Amazon from your own server, include the consent with them there.
Connect Amazon Ads to your visitors' consent.
Turn on Amazon Consent Signal in a few minutes, with no change to your Amazon tags.
Disclaimer
Kukie.io provides tools to collect and record consent. It is not legal advice, and using it does not by itself make a website compliant with any law.
