To stop Amazon from showing you personalized ads on Amazon.com, open Amazon’s Privacy Notice, follow the Your Ads Privacy Choices link, and change your personalized advertising preference there. Opting out does not turn ads off. Amazon says you may still see ads after opting out, but they will not be based on your interests.
How to change your personalized advertising preference
- Open Amazon’s Privacy Notice (Amazon.com, last updated June 30, 2026).
- In the notice, select the Your Ads Privacy Choices link. Amazon’s notice says this is where you can “adjust your personalized advertising preferences.”
- On that page, set personalized advertising to the opt-out position and save if the page asks you to. Button and toggle wording can differ from what is described here, so follow the labels on your screen.
Amazon’s standalone US privacy-preferences address was not reachable at the time of writing, which is why this guide starts from the Privacy Notice rather than a direct link to that page.
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What opting out changes, and what it leaves in place
Amazon’s company explainer on privacy puts the outcome plainly: “If you opt out, you may still see ads, but they won’t be based on your interests.” (About Amazon, privacy explainer)
- The ads you see are still shown. Opting out changes how they are selected, not whether they appear.
- Ads are no longer chosen on the basis of your interests.
- The setting governs advertising only. It does not change the other Amazon features covered below.
Keep the separate Amazon controls apart
Readers often expect one switch to cover ads, recommendations and history. Amazon lists them separately in its Privacy Notice, so each does a different job.
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- Your favorite music and content – Play music, audiobooks, and podcasts from Amazon Music, Apple Music, Spotify and others or via Bluetooth throughout your home.
- Alexa is happy to help – Ask Alexa for weather updates and to set hands-free timers, get answers to your questions and even hear jokes. Need a few extra minutes in the morning? Just tap your Echo Dot to snooze your alarm.
- Keep your home comfortable – Control compatible smart home devices with your voice and routines triggered by built-in motion or indoor temperature sensors. Create routines to automatically turn on lights when you walk into a room, or start a fan if the inside temperature goes above your comfort zone.
- Do more with device pairing – Fill your home with music using compatible Echo devices in different rooms, or create a home theatre system with Fire TV.
- Say goodbye to drop-offs and buffering - With eero Built-in, Echo Dot doubles as a mesh wifi extender, adding up to 1,000 sq. ft. of wifi coverage to your existing eero network.
| Control | What it governs | What it does not change |
|---|---|---|
| Your Ads Privacy Choices (personalized advertising) | Whether ads shown to you are based on your interests | Ads still appear; recommendations and browsing history are not governed by this choice |
| Improve Your Recommendations | Product recommendations shown on Amazon | Ad preferences; separate control |
| Your Browsing History | Display of your browsing history | Ad preferences; separate control |
Does opting out clear my browsing history?
No. Opting out of personalized advertising is a separate choice from the browsing-history control. The Privacy Notice does not establish that the ad opt-out clears or deletes existing history. If history display is the concern, use the Your Browsing History control listed in the same notice.
Why blocking cookies is not the easy fix
Blocking all cookies can seem like a shortcut, but Amazon’s notice describes real trade-offs.
Rank #2
- Your favorite music and content – Play music, audiobooks, and podcasts from Amazon Music, Apple Music, Spotify and others or via Bluetooth throughout your home.
- Alexa is happy to help – Ask Alexa for weather updates and to set hands-free timers, get answers to your questions and even hear jokes. Need a few extra minutes in the morning? Just tap your Echo Dot to snooze your alarm.
- Keep your home comfortable – Control compatible smart home devices with your voice and routines triggered by built-in motion or indoor temperature sensors. Create routines to automatically turn on lights when you walk into a room, or start a fan if the inside temperature goes above your comfort zone.
- Do more with device pairing – Fill your home with music using compatible Echo devices in different rooms, or create a home theatre system with Fire TV.
- Say goodbye to drop-offs and buffering - With eero Built-in, Echo Dot doubles as a mesh wifi extender, adding up to 1,000 sq. ft. of wifi coverage to your existing eero network.
- Amazon says rejecting cookies or identifiers can interfere with cart and checkout, and with services that require you to sign in.
- The notice says signing out and blocking cookies can help you browse without linking that activity to your account, but those steps carry the same functional costs.
- For the narrower goal of stopping interest-based ads, the personalized advertising preference is the targeted control.
Alexa skill ads use a separate setting
Ads delivered through Alexa skills are managed on a different path from the Amazon.com preference. In the Alexa app, go to Settings > Alexa Privacy > Manage Skill Permissions and Ad Preferences. The same controls are also available online through Alexa Privacy Settings.
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Scan for outdated or missing drivers - takes under a minuteDriver Scan →Repair Windows errors before they cause bigger problemsFix Now →Amazon says skill ads may still be delivered after you opt out, but they must not be interest-based. Amazon’s developer reference covering this was last updated May 29, 2024, so confirm the current labels in the app before relying on the wording above. (Amazon Developer, About Alexa Advertising ID)
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- Music to your ears: With nearly 3x the bass versus Echo Dot (2022 release), it fits beautifully in any space, delivering your personal sound stage with deep bass and enhanced clarity. Listen to streaming services, such as Amazon Music, Apple Music, Spotify, and SiriusXM. Encore!
- Do more with device pairing: Connect compatible Echo smart speakers and smart displays in different rooms, or pair with a second Echo Dot Max to enjoy even richer sound
- Simple smart home control: Set routines, pair and control lights, locks, and thousands of smart home devices that work with Alexa without needing a separate smart home hub. With Omnisense technology, you can activate routines via temperature or presence detection.
- Say goodbye to drop-offs and buffering - With eero Built-in, Echo Dot Max doubles as a mesh wifi extender, adding up to 1,000 sq. ft. of wifi coverage to your existing eero network.
Outside the United States
The steps above describe Amazon.com in the US. Amazon Ads’ European guidance points to Amazon Ad Preferences and YourOnlineChoices, and it treats cookie preferences as a separate matter. (Amazon Ads, Advertising, Data Protection and Privacy) Do not assume that the US screen, its wording, or its legal scope applies in other countries.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What opting out does not establish
The Privacy Notice describes the limits of this control, and they matter for expectations.
Rank #4
- Your favorite music and content – Play music, audiobooks, and podcasts from Amazon Music, Apple Music, Spotify and others or via Bluetooth throughout your home.
- Alexa is happy to help – Ask Alexa for weather updates and to set hands-free timers, get answers to your questions and even hear jokes. Need a few extra minutes in the morning? Just tap your Echo Dot to snooze your alarm.
- Keep your home comfortable – Control compatible smart home devices with your voice and routines triggered by built-in motion or indoor temperature sensors. Create routines to automatically turn on lights when you walk into a room, or start a fan if the inside temperature goes above your comfort zone.
- Do more with device pairing – Fill your home with music using compatible Echo devices in different rooms, or create a home theatre system with Fire TV.
- Say goodbye to drop-offs and buffering - With eero Built-in, Echo Dot doubles as a mesh wifi extender, adding up to 1,000 sq. ft. of wifi coverage to your existing eero network.
- It does not delete your Amazon account.
- It does not stop all data collection. Amazon says it uses personal information to display interest-based ads, but does not use information that personally identifies you for that purpose.
- Amazon’s notice also describes advertising identifiers and says some ad companies may use information to show relevant ads from other advertisers.
- The notice does not establish whether a choice made in one browser, app or device carries over to other devices or your signed-in account. Check the setting on each device you use.
In short, the opt-out is a preference over how Amazon selects the ads you see, not a switch that stops Amazon from collecting activity or removes advertising from your experience.
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- BIG VIBRANT SOUND - Enjoy rich sound with clear vocals and deep bass. Just ask Alexa to play music, podcasts, and audiobooks. See song titles and touch to control your music.
- EASE INTO THE DAY - Set up an Alexa routine that gently wakes you with music and gradual light. Glance at the time, check reminders, or ask Alexa for weather updates.
- KEEP YOUR HOME COMFORTABLE - Control compatible smart home devices. Just ask Alexa to turn on lights or touch the screen to dim. Create routines that use motion detection to turn down the thermostat as you head out or open the blinds when you walk into a room.
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