Amazon Consent Signal setup in Kukie.io and how to test it

To set up Amazon Consent Signal (ACS) with Kukie.io, open your site's Banner Editor, choose the Integrations tab, switch on Enable Amazon Consent Signal (ACS) and save. From then on the banner writes the amzn_consent cookie from each visitor's marketing choice and country, and tells Amazon's tag about every change. Then check it in your browser: accept, look for GRANTED, reject, look for DENIED. This guide walks through both, and what to do when the cookie does not appear.

If you run Amazon Ads for UK or EEA audiences, Amazon needs that signal. As of October 2026, it requires a consent signal for personal data from those users sent through the Amazon Ad Tag, the Conversions API and the Events API, with an enforcement deadline of 30 June 2026.

What Amazon Consent Signal sends

Amazon Consent Signal (ACS), sometimes called Amazon consent mode, is Amazon's own format for passing a visitor's privacy choices to Amazon Ads. It works in a similar way to Google Consent Mode v2, but for the Amazon Ads ecosystem, including Amazon DSP, Amazon Marketing Cloud and Ads Data Manager.

ACS carries two values:

• amznUserData: whether the visitor consents to Amazon processing personal data for advertising
• amznAdStorage: whether the visitor consents to Amazon reading or writing advertising cookies on their device

Both take GRANTED or DENIED, and both map to the marketing cookies category. Amazon also accepts an IAB TCF or GPP string instead of ACS, and uses the TCF string if both arrive. How the three signals compare is covered in Amazon Consent Signal compared with TCF and Google Consent Mode. This guide stays with ACS.

What happens without a valid signal

Without a valid consent signal, Amazon cannot use personal data from UK and EEA users for ad personalisation or measurement. That means broken conversion attribution, smaller audiences and gaps in your campaign reporting for those users. If you rely on Amazon DSP or Amazon Marketing Cloud for programmatic campaigns, those gaps translate into spend you cannot measure.

With the signal in place, your campaigns keep running as expected for visitors who grant consent, and attribution data flows for them. The signal also has to be right in the other direction: a visitor who refused must reach Amazon as DENIED.

How the amzn_consent cookie works

When a visitor arrives on your site, your consent banner asks for a choice. Once they accept, reject or customise, the banner sets a first-party cookie called amzn_consent on your domain. It holds a small JSON object:

• geo.countryCode: the ISO 3166 country code where consent was recorded, such as GB, DE or FR
• amazonConsentFormat.amznAdStorage: GRANTED or DENIED
• amazonConsentFormat.amznUserData: GRANTED or DENIED
• timestamp: when consent was recorded, in ISO 8601 format
• version: the format version

Amazon's tag reads this cookie when it loads. A choice made later on the same page reaches it only through a browser event, amznConsentChange, which the consent tool has to send. Kukie.io sends it after every choice, so the tag picks up a change without a reload.

One technical note: because the amzn_consent cookie contains JSON, some web application firewalls (WAFs) may flag or block it. If the cookie is not being set, check your WAF rules and add an exception for this cookie name.

Setting up ACS with Kukie.io

Kukie.io supports Amazon Consent Signal natively, on plans that include it. The setup needs no code changes, but Amazon's own tag still has to be installed on your site: Kukie.io only sends the consent signal.

1. Sign in to your Kukie.io dashboard at app.kukie.io and open your site.
2. Open the Banner Editor and choose the Integrations tab.
3. Find the Amazon Consent Signal card and switch on Enable Amazon Consent Signal (ACS).
4. Save your banner configuration.

From then on, the banner captures each visitor's choice and country and writes amzn_consent in the ACS format. When a visitor grants marketing consent, both values are GRANTED. When they decline, both are DENIED. In regions where your rules ask for opt-in, both start as DENIED until the visitor accepts. The Amazon Consent Signal article in the Help Centre covers the same steps.

Testing your ACS integration

After enabling ACS, check that it works using your browser's developer tools.

Check the amzn_consent cookie

1. Open your website in a private window in Chrome or Firefox.
2. Open the developer tools (F12, or right-click and choose Inspect).
3. Go to the Application tab in Chrome or the Storage tab in Firefox.
4. Under Cookies, select your domain.
5. Search for amzn_consent.

Accept marketing cookies on the banner and refresh the cookie list. You should see a JSON value with amznAdStorage and amznUserData both set to GRANTED, along with a country code and timestamp.

Then clear your cookies and reload the page. This time, reject marketing cookies. The amzn_consent cookie should now show DENIED for both values. If the cookie does not appear at all, check whether a WAF or a Content Security Policy is interfering, and whether ACS is switched on for the site you are testing.

Check the country code and the change event

If you are testing from the UK, geo.countryCode should read GB. For visitors in Germany it shows DE, for France FR, and so on. The country code tells Amazon which jurisdiction's rules apply to that visitor.

To see the change event, open the browser console before you choose, and run window.addEventListener('amznConsentChange', e => console.log(e.detail)). When you accept or reject on the banner, the console prints the new consent object, which is what Amazon's tag receives.

ACS alongside other consent signals

Most websites run advertising from more than one platform: Google Ads, Meta Pixel, Microsoft Advertising and Amazon DSP on the same site. Each platform has its own consent signal format, and each works independently.

Kukie.io sends them from one banner choice. You can enable ACS, Google Consent Mode, Microsoft UET Consent Mode and other integrations at the same time. They do not conflict: each integration writes its own signal from the same consent choice.

This is particularly useful for ecommerce sites that rely on several ad platforms for retargeting and attribution. For sites with visitors in several regions, Kukie.io's region rules apply the consent model you set for each region.

The enforcement context

Amazon's consent signal requirement did not appear in a vacuum. European data protection authorities have focused on advertising consent for years.

Amazon itself was fined EUR 746 million by Luxembourg's data protection authority, the CNPD, in July 2021 for processing personal data for targeted advertising without valid consent. On 13 March 2026 Luxembourg's Administrative Court annulled that decision and sent it back to the CNPD, while confirming most of the breaches found at the time. The fine is therefore not final, but the court did not question that ad targeting needs proper consent under the GDPR.

By requiring advertisers to send consent signals, Amazon places the job of collecting and passing valid consent with the advertiser. If you share data with Amazon Ads from UK or EEA users, that responsibility sits with you. The 30 June 2026 deadline for the Amazon Ad Tag and the conversion APIs is reported in PPC Land's summary of Amazon's consent documentation, which itself sits behind an Amazon Ads login.

Questions about setting up ACS

Switch on ACS, then test it in your browser

If you run Amazon Ads for UK or EEA audiences, the signal should come from the same choice that controls your other tags. Kukie.io writes it once you switch on the integration, and you can check the result with the browser steps above.

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