What is Amazon Consent Signal?
Amazon Consent Signal (ACS) is Amazon's consent framework for transmitting user privacy choices to Amazon Ads. If you run Amazon advertising campaigns targeting users in the UK or EEA, Amazon's platform policies require sharing a valid consent signal.
Kukie's ACS integration automatically sends consent signals to Amazon by setting the amzn_consent cookie on your site. Amazon Ads reads this cookie to determine whether it can process user data and set advertising cookies.
Availability: Amazon Consent Signal is a paid-plan feature - the pricing page shows which plans include it.
How it works
When ACS is enabled, Kukie manages two consent parameters:
| Parameter | Description | Mapped to |
|---|---|---|
amzn_user_data | Whether the user consents to Amazon processing personal data for advertising | Marketing category |
amzn_ad_storage | Whether the user consents to Amazon reading/writing advertising cookies | Marketing category |
Both parameters are mapped to the marketing cookie category. When a visitor accepts the marketing category, both signals are set to GRANTED. When they decline, both are set to DENIED.
Consent model behaviour
| Consent model | Default state | After consent |
|---|---|---|
| Opt-in (EU/EEA) | Both DENIED | GRANTED if marketing accepted |
| Opt-out (CCPA) | Both GRANTED | DENIED if user opts out |
| Notice only | Both GRANTED | Stays GRANTED |
The amzn_consent cookie
When ACS is enabled, Kukie sets a first-party cookie called amzn_consent on your domain. The cookie contains a JSON payload with:
- The user's country code (detected automatically by Kukie)
- Consent status for
amznAdStorageandamznUserData - A timestamp of when consent was given
- The ACS format version
Amazon Ads tags on your site read this cookie automatically to adjust their data collection behaviour.
WAF note: If your site uses a Web Application Firewall, you may need to whitelist the
amzn_consentcookie format to prevent it from being blocked.
Enabling Amazon Consent Signal
- Go to your site's Banner Editor
- Open the Integrations tab
- Toggle on Amazon Consent Signal (ACS)
- Save your banner configuration
That's it. Kukie will automatically set the amzn_consent cookie based on your visitors' consent choices.
Prerequisite: Amazon Ads tags (such as the Amazon pixel or Amazon Publisher Tag) must be installed separately on your site. Kukie does not inject Amazon scripts - it only transmits the consent signal via the cookie.
Testing the integration
- Open your site in an incognito/private browser window
- Open Developer Tools (F12) and go to the Application tab
- Under Cookies, find your domain
- Before interacting with the banner, look for the
amzn_consentcookie - theamznAdStorageandamznUserDatavalues should beDENIED(for opt-in consent models) - Accept the cookie banner (including the marketing category)
- Check the
amzn_consentcookie again - both values should now beGRANTED - Reject cookies or revoke consent - both values should revert to
DENIED
To see what Amazon receives, open the Network tab and filter for amazonConsentString. Each event your Amazon tag sends carries the visitor's current choice. Kukie tells the tag about a change as soon as the visitor makes it (the amznConsentChange event Amazon's tag listens for), so an event sent after Accept all on the same page already shows GRANTED, and one sent after a withdrawal shows DENIED.
Compatibility with other integrations
Amazon Consent Signal works independently from Google Consent Mode, Microsoft UET Consent Mode, and Microsoft Clarity. You can enable any combination of these integrations without conflicts.
Troubleshooting
The amzn_consent cookie is not appearing
- Ensure ACS is enabled in the Integrations tab and the configuration is saved
- Check that your plan includes Amazon Consent Signal: the plan badge on this article and the pricing page name the plans
- If using a CDN, ensure the banner bundle has been regenerated after enabling ACS
Cookie blocked by WAF
Some Web Application Firewalls may flag the JSON-encoded cookie value. Add the amzn_consent cookie to your WAF's allowlist.
Country code is empty
The country code in the cookie comes from Kukie's geo-detection, the same lookup 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. Amazon asks for a country code with consent data, so keep at least one region rule on the site.
Another consent tool on the same page
If your site also runs an IAB TCF consent tool, Amazon's tag reads its TC string and ignores Amazon Consent Signal. Run one consent tool on the site.
Related Resources
- Google Consent Mode v2 - consent integration for Google services
- Microsoft UET Consent Mode - consent integration for Microsoft Advertising
- Microsoft Clarity Consent Mode - consent integration for Microsoft Clarity
