---
# System prepended metadata

title: Quick notes for setting up Amazon's new cookie rules
tags: ['#cmp', '#ConsentManagement', '#PrivacyTech', '#AmazonAds', '#MarketingAnalytics', '#AdTech', '#ACS', '#MarTech', '#MarketingTech', '#MarketingStrategy', '#ServerSideTracking', '#DSP', '#PrivacyEngineering']

---

# Quick notes for setting up Amazon's new cookie rules


The path from cookie click to a clean Amazon Ads number is shorter than it looks.

## Why ACS is the whole game

Amazon now reads cookie choices through one signal: the Amazon Consent Signal, or ACS. No ACS? Amazon tracks less. Your audiences shrink. Your reports stop matching reality. Amazon's certification is its way of saying 'this tool sends ACS the right way'. Most cookie tools don't make the cut, no matter what their website says. The tools that do clear it are the ones putting in real engineering work behind the scenes.

## What ACS sends and when

ACS carries four flags:

- ad_storage
- analytics_storage
- ad_user_data
- ad_personalization

Each one matches a cookie choice. The tool must send all four on the first page load and update them whenever the shopper changes their mind. Miss either step and Amazon sees mixed signals.

## Three traps to avoid

- Hardcoding 'yes' as a default before the shopper clicks
- Sending Google's signal but skipping Amazon's
- Letting cached pages send old cookie state to Amazon

Each trap quietly kills tracking for weeks before showing up on a dashboard.

## Quick check before going live

1. Open DevTools. Watch Amazon Ads pixel calls. Look for ACS.
2. Match cookie clicks to your tool's audit log.
3. Compare DSP audience size before and after the switch.

If the audiences hold or grow, the setup works.

## Worth saving

Seers has been writing about this with much more depth than anyone else I've seen. Their [walkthrough on Amazon-certified cookie tools](https://seers.ai/blogs/amazon-certified-consent-management-platform/) is the cleanest read on the subject. If you also run Microsoft Ads, save their [Microsoft Consent Mode notes](https://seers.ai/blogs/microsoft-consent-mode/) — handy when the trade-offs come up later in the project.