Amazon Appstore Privacy Labels
Privacy labels provide your customers with a way to view information about what data is collected and how it is used. Privacy labels are displayed on your app detail page on the Amazon Appstore on Fire tablets, Fire TV devices, non-Amazon Android devices, Windows 11 devices, and Amazon.com.
- Important dates
- Prepare your information
- Data types and purpose
- Set up privacy labels
- Privacy label FAQ
Review the following dates for Amazon Appstore privacy labels.
- Starting April 2023
- For each app in the Developer Console, the Target Your App screen has a User data privacy section. If you select Yes to the question Does your app collect user data or transfer user data to third parties?, the user data privacy questionnaire (the "privacy questionnaire") becomes available.
- You can complete and submit the privacy questionnaire at this time. Submitting your privacy questionnaire early allows you time to identify and fix any potential issues before privacy labels are presented to your customers.
- Starting November 2023
- A User Data Privacy section appears on the app detail page for all apps in the Amazon Appstore, which is visible to all users. This section displays privacy labels based on your data collection, third-party data transfer, and data usage practices as indicated on your privacy questionnaire.
- If you haven't submitted privacy data for your app, the Appstore displays the warning "Privacy information not provided by the developer" in your app's User Data Privacy section.
- Q2 2024
- All new apps and app updates are required to have a completed privacy questionnaire. You can no longer publish a new app or update an existing app if the privacy questionnaire is incomplete or has unaddressed issues.
Prepare your information
To prepare your app for privacy labels, we recommend you do the following:
- Review your app's data collection practices.
- Review how third-party code in your app, such as third-party libraries or SDKs, collects and transfers data. You must make sure that any code used in your app is compliant with Amazon Appstore policies. Any data collection or data transfer done by third-party code must be indicated on the user data privacy questionnaire, as applicable.
- Make sure your data usage is in compliance with the Privacy and Security Policy.
- Review the instructions to complete the user data privacy questionnaire in the Developer Console. For details, see Set up privacy labels.
- Watch the following video to help you compete the user data privacy questionnaire.
Data types and purpose
During this process, you'll provide information on your app's data practices.
You must disclose if your app (or any third-party plug-in or service provider your app uses) collects the following data associated with an individual user of your app (“user data”). Anonymous data that is not associated with an individual user does not need to be disclosed. You must also disclose if you transfer any of the following user data collected from your app to a third party. Third-party data transfer does not include transferring user data (i) to a service provider processing the data on the developer’s behalf, (ii) for legal purposes, such as responding to regulatory requests, or (iii) based on a specific user-initiated action, where the user reasonably expects the data to be shared, or user request, such as when a user consents to the transfer based on prominent in-app disclosures.
|Types of data collected
|A user's name such as first name, last name, or nickname as entered by the user.
|A user's email address.
|Identifiers that relate to an identifiable person such as account ID, account number, or account name.
|A user's address, such as home, mailing, or billing address.
|A user's phone number, such as home, mobile or work phone number.
|Race and ethnicity
|Information about a user's race or ethnicity.
|Information about a user's sexual orientation.
|Political or religious beliefs
|Information about a user's political or religious beliefs.
|Other user info
|Any other information about the user such as date of birth, Social Security Number, driver's license number, etc.
|User payment info
|Information about a user's financial accounts such as a credit card, debit card, or checking account number. If your app uses a payment service, the payment information is entered outside your app, and you as the developer never have access to the payment information, it is not collected or transferred and does not need to be disclosed.
|Information about purchases or transactions a user has made.
|Information about a user's credit score.
|Other financial info
|Any other financial information such as user salary, income, assets, debts, etc.
|Device or other IDs
|Device or other IDs
|Identifiers that relate to an individual device, browser, or app such as IP address, Device Serial Number, MAC address, etc.
|Unique ID assigned to an individual's device used in order to display interest-based ads.
|Health & Fitness
|Health & Biometrics info
|Information about a user's health, medical data, or physical characteristics, such as medical records or symptoms, height, weight, or other biometrics data.
|Information about a user's fitness, such as exercise or other physical activity.
|User or device physical location to an area greater than or equal to 3 square kilometers, such as the user's postal code, the city a user is in, or location provided by Android's ACCESS_COARSE_LOCATION permission.
|User or device physical location within an area less than 3 square kilometers, such as location provided by Android's ACCESS_FINE_LOCATION permission.
|Web browsing history
|Information about a user's browsing history, such as websites visited or web searches through search engines.
|Photos or Videos
|A user's photos.
|A user's videos.
|Voice or sound recordings
|A user's voice such as a voicemail, an utterance, or a sound recording.
|A user's music files.
|Other audio files
|Any other user-created or user-provided audio files.
|App info and performance
|Crash log data from your app, such as the number of times your app has crashed, stack traces, or other information directly related to a crash.
|Information about the technical diagnostics of your app, such as battery life, loading time, latency, framerate.
|Other app performance data
|Any other app performance data not listed here.
|Information about how a user interacts with your app, such as the number of times they visit a page, use a feature, or tap on sections.
|In-app search history
|Information about what a user has searched for in your app.
|Information about the apps installed on a user's device.
|Other user-generated content
|Any other user-generated content not listed here or in any other section such as user bios, notes, or open-ended responses.
|Any other user activity or actions in-app not listed here, such as game play, likes, and dialog options.
|A user's emails including the email subject line, sender, recipients, and the content of the email.
|SMS or MMS
|A user's text messages including the sender, recipients, and the content of the message.
|Other in-app messages
|Any other types of messages, such as instant messages or chat content.
|Files and docs
|Files and docs
|A user's files or documents, or information about their files or documents such as file names.
|Information from a user's calendar such as events, event location, event notes, and attendees.
|Contacts / Phone Logs
|Information about the user's contacts such as contact names, message history, and social graph information like usernames, contact recency, contact frequency, interaction duration, and call history.
For each data collection or third-party data transfer, you must also disclose the purpose of the data collection or data transfer.
|Types of data purpose
|Used to support or enable features that are available in your app.
|For example, setting up or managing a user's account, enabling app features, or providing customer support.
|Used to evaluate user behavior or app performance.
|For example, to understand the effectiveness of existing product features, monitor app performance, diagnose and fix bugs or crashes, or to make future performance improvements.
|Used to customize the app for the user, such as providing recommendations or suggestions.
|For example, suggesting playlists based on user preference, or local news based on location.
|Used to send news or notifications about your app or the developer.
|For example, sending a push notification to inform users about an important security update, or informing users about new features of your app.
|Developer Advertising or Marketing
|Data used by the developer (including service providers acting on the developer’s behalf) for advertising and marketing purposes, such as displaying targeted ads, building advertising profiles, sending marketing communications, or measuring ad performance.
|For example, sending marketing emails to users.
|Third-party Advertising or Marketing
|Data shared with third parties (excluding service providers acting on the developer’s behalf) for advertising or marketing purposes, such as displaying targeted ads, building advertising profiles, sending marketing communications, or measuring ad performance.
|For example, sharing data with third party ad networks.
|Fraud Prevention, Security & Compliance
|Using data to detect and prevent fraud or abuse or to protect customers, implement security measures or comply with laws.
|For example, monitoring failed login attempts or logins from a new device or location to identify possible fraudulent activity.
|Any other usage purposes not listed in this section.
Set up privacy labels
To set up privacy labels, you must indicate how you collect and use user data for the apps you want to publish on the Amazon Appstore. You can provide this information in one of the following workflows in the Developer Console.
- During app submission - for new apps, or apps that require an update
- Live metadata update - for existing live apps that don't require a new app version.
- On the User Data Privacy screen - for existing live apps; this method supports uploading privacy details for multiple apps in bulk
Privacy labels during app submission
The privacy questionnaire is available during the app submission workflow when submitting a new app, or when submitting a new version of a published app. For details on the app submission process, see Submitting Apps to the Amazon Appstore. For details on updating a published app, see Update a Published App.
If you are updating an existing app and have already completed the privacy questionnaire, it will be pre-populated with your previously submitted responses. If this is the first time you are completing the questionnaire, complete all required fields in the Developer Console.
If you want to finish the questionnaire at a later time, you can click Save and close. When you choose this option, the user data privacy questionnaire shows Saved for review. To resume, click User Data Privacy Questionnaire.
Live metadata update
If you have an app that is live on the Appstore and it doesn't require an updated app version, you can use a live metadata update to add user data privacy information to your app.
Follow these steps to complete a live metadata update.
- Go to the Developer Console and log in if prompted.
- Select your app from the App List.
- Go to the User data privacy section on the Target Your App screen.
- Select Yes to Does your app collect user data or transfer user data to third parties?.
- Complete the questionnaire.
- Click Save and close to submit the questionnaire.
After your app is published, your app's detail page will display the privacy information you provided. Privacy information allows users to understand how you collect and use data before they download the app.
User Data Privacy screen
For existing live apps, you don't need to access the app submission workflow to update your privacy data. Instead, you have the option to update your apps' privacy data on the User Data Privacy screen in the Developer Console. On this screen, you can update the privacy information for multiple apps at the same time.
Use the following steps to update the privacy data of your apps.
- Go to the Developer Console and log in if prompted.
- Select Apps & Services > User Data Privacy from the navigation bar.
- Click Download Excel template. The Excel spreadsheet has columns for each of your live apps.
Tip: The Download Excel template button downloads up to 100 apps at a time. If you have more than 100 live apps that are pending a privacy questionnaire submission, the Appstore recommends that you use the Not Actioned tab to pick specific apps to download in the Excel template, rather than using the download button.
- Complete the Excel spreadsheet and upload it to the Developer Console on the User Data Privacy screen.
Not Actioned tab
On the Not Actioned tab, you can view all of your live apps that don't currently have a privacy questionnaire submitted or under review. Use the search bar to find a specific app and download the Excel template for just that app. Or select multiple apps, up to 100 at a time, and download the Excel template for only those apps. After you complete the Excel template and upload it, the selected apps move from the Not Actioned tab to the For Review tab.
Complete the Excel template
Review the following information to understand how to update your app privacy information on the Excel template.
The Excel spreadsheet has two tabs: Data Collection and Purpose.
- On the Data Collection tab, each app listed displays the following information.
- An app-level question, Does your app collect user data or transfer data to third parties? and a YES/NO option.
- Each data type has two columns, Collected and Third party data transfer, with a YES/NO option.
If you select YES to the app-level question, then you must select YES to either Collected or Third party data transfer for at least one data type in the app.
If you select NO to the app-level question, then you are confirming that you do not collect or transfer user data from your app. In this case, you don't need to individually update the Collected and Third party data transfer columns.
- If you don't update the app-level question, but you update any individual response to YES or NO, your responses are still uploaded for review. After you complete the review and submit the information, the following applies:
- If there is at least one YES response for a data type in an app, then the Developer Console marks the app-level question as Yes on the Target Your App screen.
- If there are only NO responses for all data types in an app, then the Submit option is disabled until you select a YES to at least one response and corresponding purpose.
- For each data type you marked as YES in the Collected or Third party data transfer column on the Data Collection tab, select YES to at least one corresponding purpose on the Purpose tab.
After successfully uploading the spreadsheet, your published apps with privacy data appear in the For Review tab.
For Review tab
On the For Review tab, you can manage your user data privacy information with the following actions:
- Edit privacy data for one or more apps
- Upload privacy data for one or more apps
- Submit privacy data for one or more apps
- Discard privacy data for one or more apps
If you have an app that is missing information, the Submit button is disabled for that app. Find the data category that has a missing information alert and complete it to submit your privacy data.
To update privacy data for an individual app, select Edit. The privacy questionnaire opens and is populated with the data uploaded from the Excel spreadsheet or data previously entered in the console. Review the data and click Submit.
After you click Submit, the app is moved to the Submitted tab.
On the Submitted tab, you can do the following actions:
- Update privacy data for one or more apps
- Download privacy data for one or more apps
Privacy label FAQ
The following are frequently asked questions (FAQ) about Appstore privacy labels.
Completion of privacy questionnaire
- Q: I have submitted similar user data privacy information for other app stores. Can I re-use the information for the Amazon Appstore?
- It's your responsibility to understand Amazon's privacy labels. You must provide complete and accurate information on the user data privacy questionnaire.
- Q: How often should I update the user data privacy information?
- The information displayed to customers must always be accurate. It's your responsibility to make sure that your user data privacy information stays up-to-date.
- Q: Do I have to submit information that's specific to each country in which my app is distributed?
- The questionnaire doesn't require marketplace specific information. Provide details about all data types and usage practices that might be prevalent in one or more marketplaces.
- Q: What should I do if my app uses a data type that isn't listed?
- The data category and data type tables reflect the most commonly used data types. Use the available list to declare the information that you collect. For usage practices, you may use the "Other Purposes" category to indicate usage practices that aren't listed.
- Q: How does Amazon ensure accuracy of the information provided?
- As the developer, you are responsible for ensuring the information you provide is accurate and up to date.
- Q: Can I save my responses to the privacy questionnaire?
- Yes, you can save your responses and revisit the questionnaire. You can access the saved privacy questionnaire from the Developer Console. The submit button will be enabled after you answer all mandatory questions.
- Q: If my app uses an external payment service for financial transactions, do I need to disclose the use of financial information, such as credit card data?
- If your app uses a payment service, the payment information is entered outside your app, and you as the developer never have access to the payment information, it is not collected or transferred and does not need to be disclosed.
App submission and review
- Q: How long does it take for the submitted privacy data to be available in the app detail page on the Amazon Appstore?
- After you submit a new app or update an existing app, it can take five to seven days to process your app for publishing on Amazon Appstore. Certain apps might be subject to additional reviews, which might result in a longer review period.
- Q: What should I do if I am not seeing the user data privacy section published in the app detail page?
- If by November 2023 you don't see user data privacy section on your app's detail page, make sure you completed and submitted the privacy questionnaire in the Developer Console. If you've verified that you submitted the questionnaire and you still don't see the information on your app's detail page, contact Amazon developer support.
- Q: Do I need to submit a new version of my app to add or update privacy data?
- No, updating privacy data is a metadata update and doesn't require a new app version.
Last updated: Jan 08, 2024