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  If you run Amazon Ads campaigns targeting users in the UK or European Economic Area, there's a good chance your ROAS reports are not showing your true performance. The cause is the Amazon Consent Signal — a requirement that has been in place since February 2025 and reaches full enforcement on June 30, 2026 . This post explains what the consent signal is, why it matters for ROAS, and what you need to do before the deadline. What Is the Amazon Consent Signal? The Amazon Consent Signal (ACS) is a set of data parameters that tells Amazon's advertising systems whether a specific user has agreed to data processing for advertising purposes. It must be passed alongside any personal data sent to Amazon Ads. The signal includes two parameters: one for consent to store or access information on a user's device, and one for consent to use their personal data for advertising. Both must be present and valid. If either is missing or denied, Amazon treats all data associated with that us...

  There's a quiet rule change inside Amazon Ads that's been hurting attribution for sellers since the start of 2026, and most teams haven't noticed yet. The change isn't legal. It's mechanical. And it's costing real money in DSP campaigns every week. Here's what's actually happening, and what to do about it. What 'Amazon-certified' really means Amazon now reviews each Consent Management Platform against a strict technical checklist. The most important box: full support for the Amazon Consent Signal, also called ACS. ACS is the framework Amazon uses to confirm a shopper's exact choice on cookies, marketing, and ads measurement. If a CMP ships ACS correctly, Amazon certifies it. If it doesn't, Amazon treats it as a generic banner regardless of how popular the brand name is. Why this changes the numbers on your dashboard When ACS is missing or malformed, Amazon Ads quietly defaults to restricted tracking. DSP audiences shrink. Sponsored...

If you run paid campaigns on Amazon, you have probably noticed something strange this year. The ad dashboard says one thing. Seller Central says another. The gap has been widening for months, and no amount of creative testing or bid tweaking closes it. You are not imagining it. You are not alone, either. The Pattern Most Teams Miss The conversation usually goes the same way. Marketing blames creative fatigue. Creative blames the algorithm. The algorithm gets blamed for everything. Meanwhile, the actual leak is sitting inside a tool nobody on the team really owns — the cookie consent banner on your website. What Quietly Changed in 2026 Amazon now only fully trusts user consent when it arrives through its official path, called the Amazon Consent Signal (ACS). Cookie tools that were not certified by Amazon often send hardcoded or incomplete signals. Amazon then defaults to restricted tracking, and large pieces of your campaign data quietly fall away. The sales still happen. The dashb...