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The main Amazon control is called Your Ads Privacy Choices. Open Amazon’s Privacy Notice, follow that link while signed in, and choose the advertising preference available for your country. If you use Alexa, change its separate interest-based advertising setting in the Alexa app or on an Echo Show. These choices reduce or remove interest-based ad personalization; they do not remove every Amazon ad, and the Alexa setting does not cover advertising in services such as Amazon Music or Fire TV.
Start with Amazon’s account-level advertising control
Amazon directs customers to Your Ads Privacy Choices for personalized advertising preferences. The company’s Privacy Notice says: “You may adjust your personalized advertising preferences by visiting Your Ads Privacy Choices.” Use the link in the Amazon.com Privacy Notice rather than relying on an old bookmark, because the signed-in page and labels can change.
What to do
- Open the Amazon Privacy Notice.
- Select Your Ads Privacy Choices.
- Sign in to the Amazon account whose advertising preferences you want to change.
- Review the available personalized or interest-based advertising choice and set it according to your preference.
- Read the confirmation text before leaving the page; it defines which Amazon-delivered advertising the choice covers.
The exact controls shown after sign-in are not guaranteed to be identical in every country. Amazon Ads maintains a country selector on its Advertising Preferences page. Select your country first and use the destination and wording provided for that region.
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Have the account credentials for the account you actually use on the relevant devices. A household may have more than one Amazon account, and changing one account does not automatically establish the same preference for another account. If you manage several Echo devices, note which account is signed in before testing the result.
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Use a current Amazon page rather than a screenshot or an old support article. Amazon can revise labels, move a control, or present a different destination after you select a country. The important identifier is the name Your Ads Privacy Choices, not a particular button color or page layout.
What “interest-based” means
Amazon uses “interest-based ads” for advertising about features, products, or services it believes may interest you. In the privacy context described by Amazon, advertising identifiers may be shared with advertising companies to serve or measure Amazon ads. Amazon says that, for this described purpose, it does not share names or other information that directly identifies customers with those companies, and does not share specific shopping actions such as purchases, product views, or searches. Those statements apply to the scope of Amazon’s notice; they should not be read as a universal description of every advertising partner or service.
The account choice is therefore about how specified Amazon advertising is personalized. It is not a promise that Amazon will stop communicating with you, remove product recommendations, or suppress every promotional message. Read the text beside the control so you know whether it addresses ads shown on Amazon properties, ads delivered through a particular device, or another defined category.
Manage interest-based ads delivered through Alexa
Alexa has a separate preference for receiving interest-based ads delivered by Amazon. Changing the account-level setting above does not replace this Alexa setting. Amazon documents two routes in Manage Ads and Other Suggested Content on Your Echo Devices with a Screen.
Alexa app
- Open the Alexa mobile app.
- Tap More.
- Choose Alexa Privacy.
- Open Manage Your Alexa Data.
- Find the advertising-preference control and set whether you want interest-based ads delivered by Amazon.
Amazon can rename or rearrange items as the app changes. If a label differs, start from More and Alexa Privacy, then look for the data-management or advertising-preference section.
Echo Show or another Echo device with a screen
- Say “Open settings,” or swipe down from the top of the screen.
- Tap Settings.
- Choose Alexa Privacy or Privacy and Permissions.
- Tap Manage Your Alexa Data.
- Open the advertising-preference option and select the setting you want.
Amazon warns that menu items can vary on some Echo models. If your device uses a different label, the official Echo help page is the authoritative path for the current interface.
Allow time for a preference change to be reflected
After saving a setting, close and reopen the app or return to the page to confirm that the selected state remains. On an Echo Show, check the same privacy path again rather than judging the change from one advertisement. An ad may have been selected before the preference was changed, may be non-interest-based, or may come from a different service or skill.
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What each setting covers
The controls are easy to confuse because they live in different places and govern different ad deliveries.
| Setting | Where it lives | Coverage | Do ads continue? |
|---|---|---|---|
| Your Ads Privacy Choices | Amazon account, reached from the Privacy Notice | The personalized-advertising choice Amazon makes available for your country | Non-personalized or otherwise permitted ads may still appear |
| Alexa interest-based ads | Alexa app or Echo device with a screen | Interest-based ads delivered by Amazon on Alexa/Echo experiences | Yes. Amazon says ads that are not based on your interests may remain |
| Third-party Alexa skill controls | Alexa privacy settings and the relevant skill’s permissions or preferences | Advertising identifiers and preferences used by third-party skills | Depends on the skill and its own advertising practices |
| Ads in other Amazon services | Service-specific controls, where offered | Services such as Amazon Music or Fire TV are outside the Alexa preference | The Alexa choice does not turn these ads off |
Amazon’s Alexa and Alexa Device FAQs explicitly says that the Alexa advertising preference does not apply to Amazon-delivered ads in other services, including Amazon Music and Fire TV.
Use the location of the ad as your troubleshooting clue
If you are unsure which control matters, first record where the ad appeared. An ad on an Echo Show points you toward the Alexa device setting; an ad inside a named skill points you toward that skill’s permissions and privacy information; an ad in Fire TV or Amazon Music is outside the Alexa preference. For broader Amazon account personalization, begin with Your Ads Privacy Choices. This location-first approach avoids repeatedly changing a setting that does not cover the delivery path you are testing.
What opting out does—and does not do
It changes personalization, not the existence of advertising
Turning off the Alexa interest-based option means Amazon should not use your interests to tailor the covered Alexa ads. Amazon says you may still receive ads that are not based on your interests. Therefore, seeing an advertisement after changing the setting is not, by itself, evidence that the preference failed.
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Echo Show ads cannot be disabled completely
For Echo devices with screens, Amazon says the ads themselves cannot be turned off. You can hide a particular ad for 30 days, but that is a temporary, ad-by-ad action rather than a permanent global block. Use the on-screen option to skip or hide an unwanted item when it appears.
The 30-day action applies to the specific item you hide; it does not create a permanent block for that advertiser, category, or all future screen ads. If the same type of promotion appears later, the documented choice is still the global interest-based preference plus the temporary hide action for an individual ad.
It is not a deletion request
An advertising opt-out does not delete your Amazon account, order history, browsing history, voice recordings, or other stored data. It also does not necessarily stop every advertising identifier from existing or every provider from showing an ad. It controls the specified personalization choice.
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It is not a universal browser or network blocker
Amazon’s documented controls are account, service, device, and skill preferences. They do not claim to block advertising delivered by unrelated websites, applications, or providers. A browser extension, privacy software, or accessory is not required for the Amazon steps described here, and none substitutes for selecting the applicable Amazon preference.
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Alexa skills made by third parties can have their own advertising identifiers and preference signals. Amazon’s developer documentation, About Alexa Advertising ID (last updated May 29, 2024), explains how an advertising ID and a user’s preference can be passed to skills.
Amazon’s customer FAQ says users can manage skill permissions and advertising preferences in Alexa privacy settings. If an ad appears inside a particular skill after you changed Amazon’s Alexa preference:
- Open the Alexa app and go to More > Alexa Privacy.
- Review Manage Your Alexa Data and the permissions or advertising choices associated with skills.
- Check the skill’s own privacy or settings screen for an additional advertising choice.
- If the skill provides no control, consult its privacy information or stop using the skill.
The account-level Amazon choice and the Alexa preference cannot guarantee how an independent skill handles advertising. The skill’s own controls and disclosures determine its behavior within that skill.
Do not assume that an advertising ID is the same thing as your name or account email. Amazon’s developer material describes the ID as an advertising signal used with a preference; the customer-facing privacy controls determine whether the relevant use is allowed. For a question about a particular skill, identify the skill first and read its own disclosures rather than applying the scope of Amazon-delivered Alexa ads to it.
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Why ads can remain after you change a preference
- The ad is not interest-based. Amazon says non-interest-based ads may continue on Alexa.
- You changed the Alexa setting, but are viewing another service. Amazon Music and Fire TV are specifically outside that Alexa preference.
- The ad comes from a third-party skill. Skill-level advertising IDs and permissions are separate.
- You changed one account or device, but are using another. Confirm that the signed-in Amazon account and the Echo device are the ones you intended to manage.
- The interface has changed. Amazon notes that Echo menu items can vary by model, and account or app labels can change over time.
- You hid one ad rather than changing the broader preference. Hiding an Echo Show ad is limited to that item and lasts 30 days.
- The country destination differs. Amazon Ads presents preference information by country, so a control described for one region may not be displayed in another.
These cases describe scope, not a promise that every ad will disappear. The most useful test is to identify where the ad appeared, then change the control that covers that delivery path.
A practical decision guide
If you want fewer personalized ads across Amazon
Begin with Your Ads Privacy Choices from the Privacy Notice, using the country-specific destination on Amazon Ads if prompted. This is the broadest account-level starting point documented by Amazon. Save the selection and note the wording of the confirmation so you can distinguish it from a device-only change.
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If you want to limit ads on Alexa
Use the Alexa app or Echo Show path under Alexa Privacy and Manage Your Alexa Data. Remember that this affects Amazon-delivered interest-based ads on Alexa, not every ad on every Amazon service.
If one skill is showing the ads
Review that skill’s permissions and advertising preference separately. A change to the general Alexa setting may not control a third-party skill’s own advertising behavior.
If you want to stop all Echo Show advertising
Amazon’s documented answer is that Echo Show ads cannot be turned off completely. You can skip or hide an individual ad for 30 days, but there is no documented switch in these instructions that removes all screen ads.
If you are managing a shared household
Check each Amazon account that uses the device or service, and explain the scope to other household members. A preference selected while signed in to one account should not be treated as a household-wide setting unless Amazon’s current page expressly says so.
Country, account, and interface checks
Amazon publishes advertising-preference information by country, covering locations in North America, Europe, Asia Pacific, the Middle East, and South America. The available destination and wording can differ by region, so do not assume that a menu shown for one country will appear in another.
- Use the Amazon account associated with the devices and services you are checking.
- Start from the current Privacy Notice or Amazon Ads preference page instead of an old direct link.
- Read the scope statement next to each switch before saving it.
- On Echo hardware, look under both Alexa Privacy and Privacy and Permissions, because Amazon lists both labels.
- If the option is absent, consult the country-specific Amazon page and the current Echo help article; availability is not established as identical worldwide.
- Record the country selected on Amazon Ads if you travel or maintain accounts in more than one region.
Privacy context to keep in mind
Amazon’s notice separates advertising identifiers from information that directly identifies a person. It says Amazon may share advertising identifiers with advertising companies for serving or measuring Amazon ads, while saying it does not share names or other directly identifying information for that described purpose. It also says specific shopping actions, including purchases, product views, or searches, are not shared with those ad companies in that context.
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Official references
- Amazon.com Privacy Notice — account advertising choices and privacy disclosures.
- Manage Ads and Other Suggested Content on Your Echo Devices with a Screen — Alexa app and Echo Show paths, remaining ads, and 30-day ad hiding.
- Alexa and Alexa Device FAQs — Alexa preference scope and third-party controls.
- Amazon Ads Advertising Preferences — country selection.
- About Alexa Advertising ID — developer explanation, last updated May 29, 2024.
Frequently Asked Questions
Will turning off personalized advertising remove ads from Amazon completely?
No. The documented controls address interest-based personalization. Amazon says non-interest-based ads may remain, and Echo Show ads cannot be turned off completely.
Where do I find Amazon’s main personalized-advertising control?
Open Amazon’s Privacy Notice and select Your Ads Privacy Choices while signed in. Amazon Ads also provides a country selector because the destination and wording can differ by region.
Why do I still see ads on Fire TV or Amazon Music after changing Alexa’s setting?
Amazon states that the Alexa advertising preference does not apply to Amazon-delivered ads in services such as Fire TV and Amazon Music. Those services require their own applicable controls, if available.
Can I hide an unwanted Echo Show ad permanently?
No. Amazon documents hiding a specific ad for 30 days. That temporary action is not a permanent way to disable all screen advertising.
What should I do if the Alexa menu labels do not match these steps?
Amazon says labels can vary by Echo model. Start with Settings, then look for Alexa Privacy or Privacy and Permissions and Manage Your Alexa Data; consult Amazon’s current Echo help page for the model-specific route.
Does the Alexa preference control advertising inside every Alexa skill?
No. Third-party skills can use separate advertising IDs, permissions, and preference signals. Review Alexa privacy settings and the individual skill’s own privacy or advertising controls.
Does opting out delete my Amazon history or voice recordings?
No. An advertising preference changes the specified personalization choice; it is not an account-deletion or data-erasure request.
What if the setting is unavailable in my country?
Use Amazon Ads’ country selector and the current Privacy Notice for your region. Amazon does not state that every country has identical controls or labels.
The Bottom Line
Use Your Ads Privacy Choices for the account-level Amazon setting, then manage Alexa separately under Alexa Privacy and Manage Your Alexa Data. These controls limit interest-based personalization, not every advertisement: Echo Show ads remain, other services such as Fire TV and Amazon Music are outside the Alexa preference, and third-party skills have their own controls.
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