Amazon Prime Video

STREAMING & ENTERTAINMENT

LAST UPDATED 4 AUG 2026

OF 100

PARANOIA SCORE

WHAT THE POLICIES SAY

Amazon Prime Video is the streaming service included with Amazon Prime, operated by Amazon.com, Inc. Its data practices are governed by Amazon's company-wide Privacy Notice, which permits automatic collection of information about customers' interactions with content and services and use of that data for interest-based advertising across the Amazon ecosystem. Since January 29, 2024, Prime Video includes ads by default; U.S. members pay an extra $2.99/month to remove them. Amazon Ads markets Prime Video inventory to advertisers using 20K+ first-party audiences built on shopping and streaming signals. Amazon states it has not sold personal information as defined by the CPRA and offers interest-based-ad opt-outs. Parent-level FTC matters (2023 Alexa COPPA order; 2025 $2.5B Prime enrollment settlement) mark the record; a class action over the ad switch was dismissed in July 2025.

TRACK RECORD

2 ENFORCEMENT ACTIONS

[2025-09-25]

On September 25, 2025, the FTC announced a $2.5 billion settlement of its allegations that Amazon enrolled consumers in Prime subscriptions — the membership that includes Prime Video — without consent and made cancellation difficult; under the settlement Amazon must pay a $1 billion civil penalty and provide $1.5 billion in consumer refunds.

ftc.gov ↗

[2023-05-31]

On May 31, 2023, the FTC and DOJ charged Prime Video's parent company Amazon with violating the COPPA Rule in connection with Alexa — a separate Amazon service, not Prime Video — with a proposed order requiring Amazon to pay $25 million and delete children's data, geolocation data, and voice recordings.

ftc.gov ↗

TIMELINE

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RECEIPTS

17 ON FILE

COLLECTION

The Apple App Store privacy label for the Amazon Prime Video iOS app discloses that identifiers, user ID, usage data, and product interaction may be collected, linked to the user's identity, and used for third-party advertising; the label also lists purchase history, precise location, email address, name, phone number, and search history among data linked to identity.

apps.apple.com ↗

[2024-11-08] · COLLECTION

The service's policy indicates your personal data is used to employ targeted third-party advertising.

amazon.com ↗

[2024-11-08] · COLLECTION

The service's policy indicates your biometric data is collected.

amazon.com ↗

[2026-06-30] · COLLECTION

The Amazon.com Privacy Notice (last updated June 30, 2026), the policy governing Amazon Services, states that Amazon automatically collects and stores information about customers' use of Amazon Services, including their interactions with products, content, and services.

web.archive.org ↗

[2026-02-06] · OWNERSHIP TRANSPARENCY

Prime Video is operated by Amazon.com, Inc., a Delaware-incorporated public company headquartered in Seattle that files audited annual reports with the SEC; its Form 10-K for fiscal year 2025 (filed February 6, 2026) describes the company's advertising services, including video advertising.

sec.gov ↗

[2026-06-30] · OWNERSHIP TRANSPARENCY

The Amazon Privacy Notice (last updated June 30, 2026) identifies Amazon.com, Inc. as the controlling parent for data-sharing purposes, limiting intra-group sharing to subsidiaries Amazon.com, Inc. controls that are subject to the notice or follow practices at least as protective, and it links the prior version of the notice.

web.archive.org ↗

SHARING

Amazon Ads' Streaming TV ads product page, which includes Prime Video placements, tells advertisers they can reach customers using more than 20,000 first-party audience segments built from real-time shopping and streaming signals.

advertising.amazon.com ↗

[2024-11-08] · SHARING

The service's policy indicates first-party cookies are used.

amazon.com ↗

[2024-11-08] · SHARING

The service's policy indicates information is gathered about you through third parties.

amazon.com ↗

[2024-11-08] · SHARING

The service's policy indicates location data may be collected, used and/or shared.

primevideo.com ↗

[2025-09-30] · SHARING

Amazon's Additional State-Specific Privacy Disclosures (effective September 30, 2025) state that Amazon has not sold personal information as defined under the California Privacy Rights Act in the prior twelve months, but that personal information shared for cross-context behavioral advertising includes cookies, device identifiers, and irreversibly hashed codes; Amazon states it does not share names or other directly identifying information with ad companies.

web.archive.org ↗

[2023-05-31] · TRACK RECORD

ftc.gov ↗

[2025-07-17] · TRACK RECORD

A consolidated class action filed in 2024 alleged Amazon deceived Prime subscribers by introducing ads into Prime Video unless they paid extra; on July 16, 2025, U.S. District Judge Barbara Jacobs Rothstein dismissed the complaint with prejudice, citing the court's prior ruling that the introduction of ads was a benefit modification rather than a price increase.

variety.com ↗

[2025-09-25] · TRACK RECORD

ftc.gov ↗

TRACKING TECH

Amazon's Interest-Based Ads notice states that interest-based ads are served using customers' interactions with Amazon sites, content, or services, and points customers to an Advertising Preferences page to opt out of personalized ads.

web.archive.org ↗

TRACKING TECH

Amazon Ads markets Prime Video ad inventory to advertisers, citing more than 315 million monthly ad-supported Prime Video viewers worldwide and offering targeting of specific demographics or lifestyle audiences.

advertising.amazon.com ↗

[2023-09-22] · TRACKING TECH

In a September 22, 2023 announcement (updated January 29, 2024, when ads went live in the U.S.), Amazon said Prime Video shows and movies would include limited advertisements by default starting in early 2024, with an ad-free option costing U.S. Prime members an additional $2.99 per month.

aboutamazon.com ↗

DATA SOURCES

ToS;DR

CC BY-SA · TOSDR.ORG ↗

Claims are summarized from these sources and may be edited from the original. Text adapted from a CC BY-SA source is shared under CC BY-SA.

LAST REVIEWED 2026-08-04 · METHODOLOGY v1.7