Ads and growth

Amazon Ads

The amazonAdsTag helper keeps Amazon Ads off the page until marketing consent is granted. Remove direct snippets and tag manager copies so they cannot bypass c15t.

Configure Amazon Ads

npm install @c15t/integrations

src/consent-scripts.ts

import { amazonAdsTag } from '@c15t/integrations/amazon-ads';

export const scripts = [amazonAdsTag({ region: 'NA', tagId: 'YOUR_TAG_ID' })];

Register the scripts

Complete your framework quickstart first. Keep its Inth endpoint, policy, styles and consent UI. Remove the vendor's original script, SDK initializer or tag-manager entry, so the vendor loads only through c15t.

The vendor pages put the helper in src/consent-scripts.ts. If your framework quickstart already has a scripts array, such as the one in c15t.config.ts in the Next.js guide, add the helper to that array instead of creating a second file. The scripts export is a configuration, not an initializer. Add it to the c15t provider you already have, at the registration point for your framework below. These are edits to that provider, not a second provider.

Add the configuration to scripts in c15t.config.ts, next to next.config.ts:

import { defineConsentConfig } from 'c15t/next';
import { scripts } from './src/consent-scripts';

export default defineConsentConfig({ scripts });

Keep the rest of your config, such as mode and routePrefix, in the same call. ConsentRoot reads the config in the browser, so the layout keeps passing only state. App Router, Pages Router and static export all read the same file. See Next.js scripts and embeds.

The c15t amazonAdsTag helper loads Amazon's advertising tag after marketing consent. It creates no Amazon queue or script before that grant. When you supply the visitor's country, the helper also loads Amazon Consent Signal, ACS, and forwards the current permission for ad storage and user data.

To enable ACS, pass countryCode with the actual visitor country from your server or another trusted geography source. The helper trims and uppercases that value. It never assumes US. The region option selects your Amazon advertising account's region and does not identify the visitor's country.

Amazon's template requires a country code to process ACS data. If the country is unknown, omit countryCode; c15t then loads only the main tag. Confirm which signals your account and traffic require before deploying. Amazon's template states that EEA traffic needs at least one of TCF, GPP or ACS. Amazon's consent-signal requirements require a valid consent signal when transmitting personal data from UK and EEA users to Amazon Ads.

Options

Option	Default	Behavior
`tagId`	Required	Amazon Ads tag ID passed to `amzn('addTag', ...)`. The helper trims it. A missing, empty or whitespace-only value logs an error and loads nothing.
`region`	`NA`	`NA` or `EU`, passed to `amzn('setRegion', ...)`. Use the region for your advertising account. Amazon's template groups North America, South America, Japan and Australia under `NA`.
`trackPageView`	`true`	Sends one initial `amzn('trackEvent', 'PageView', ...)`. Set `false` when your application owns the initial page view.
`pageViewAttributes`	`{}`	Attributes for that initial PageView, such as `value`, `currencyCode` or `clientDedupeId`.
`countryCode`	None	Actual visitor country, as a two-letter ISO 3166-1 code. Enables the consent helper. Blank values disable ACS.
`ipAddress`	None	Optional visitor IP address passed to ACS. Used only when `countryCode` enables ACS.
`gpp`	None	Existing IAB GPP consent string passed to ACS. Used only when `countryCode` enables ACS. The helper does not create or validate this string.
`scriptUrl`	`https://c.amazon-adsystem.com/aat/amzn.js`	Main loader URL override. A blank value falls back to the default.
`consentScriptUrl`	`https://c.amazon-adsystem.com/aat/amzn-consent.js`	ACS loader URL override. A blank value falls back to the default.

The returned script uses marketing by default. A category override on that script also changes the permission forwarded to ACS, including during configuration replacement. Both enableAdStorage and enableUserData follow the script's effective permission, including its vendor switch. They are not independent configuration flags.

The helper does not set user data for advanced matching or create a TCF consent string. Do not manufacture a TCF string to satisfy a tag's consent checks. Use your existing IAB consent implementation when Amazon requires TCF. Amazon's template says TCF takes priority when several signals are present.

Loading and revocation

Before the script's permission is granted, c15t creates no window.amzn, amzn.q or amznConsent, loads neither Amazon library and sets no Amazon cookie or browser storage. This guarantee covers the helper's own actions. Remove other Amazon loaders to apply the same gate to the whole page.

After grant, the helper preserves an existing amzn function or creates Amazon's nested command queue. Each entry contains the command arguments and a timestamp, [arguments, Date.now()].

When ACS is enabled, the helper inserts amzn-consent.js before the main amzn.js element and uses ordered script execution. The downloads can overlap. After the consent helper executes, c15t calls amznConsent with the real country and both permissions set to true. It then queues setRegion, addTag and the optional PageView before the main library executes. Without ACS, it queues those commands before inserting the main tag. The helper does not add automatic tracking for client-side navigation.

If consent is withdrawn while the consent helper is loading, its completion forwards both permissions as false and skips initialization. An already started helper can still execute after withdrawal. Amazon's helper writes a cookie during evaluation, before the first explicit consent update.

If Amazon has not consumed c15t's queued initialization commands, withdrawal removes those entries. Amazon can still be waiting to consume the queue after the browser reports that amzn.js has loaded. The helper preserves commands your application queued itself.

Both loaders stay on the page after revocation. When ACS is available, the helper calls amznConsent with enableAdStorage: false and enableUserData: false. This forwards withdrawal. Amazon documents no shutdown or unload command for this tag, and ACS denial does not stop all requests from the running runtime. Keep c15t's default reload on revocation to stop that runtime. Removing script elements cannot undo executed code, requests already sent or cookies already set.

If marketing is allowed again before a reload, the helper reuses both loaders and the existing Amazon function. It restores ACS permission without repeating a completed initialization or PageView. If withdrawal canceled initialization before Amazon consumed the queue, it queues initialization once for the new grant. Changes to unrelated consent categories do not repeat these calls.

Full loader disposal or configuration replacement detaches that lifecycle's load and error listeners. c15t removes its ACS element after the final registration using that element releases it, including registrations with different options that borrow the same helper. c15t leaves externally supplied helper elements in place. A disposed helper's late completion cannot initialize the tag or forward an old consent state. ACS permission stays granted while at least one active distinct configuration with countryCode passes its effective consent gate. Releasing or withdrawing one configuration does not deny a surviving permitted configuration. Equivalent configurations share their lifecycle and combine their registrations' gates. Replacing options evaluates the incoming configuration before settling ACS, so an unchanged grant does not produce a temporary denial. Removing countryCode, removing the configuration or withdrawing consent forwards denial when no permitted ACS configuration remains. This includes category overrides and vendor restrictions. Removing an element does not abort code already downloaded or stop a running Amazon runtime. Keep the default revocation reload enabled.

If the ACS library fails to load, c15t reports the failure and withholds the tag registration and initial PageView. The main library remains a normal core script resource with its own load and error events. Reload to retry a failed consent-helper download.

Guard every application-owned amzn event call with the current permission for the category and vendor. The global function still exists after revocation, so checking for that function alone does not check consent. If you disable reloadOnConsentRevoked, queued application events and the running Amazon library can still send requests.

Cookies and storage

The following names come from the downloaded Amazon libraries reviewed on 21 October 2026. They are source-code findings, not a complete inventory from a live browser session. Account configuration, downstream responses and browser restrictions can change which cookies appear and how long they last.

Name	Source	Lifetime in the reviewed code
`amzn_consent`	First-party ACS cookie written by `amzn-consent.js`. The library creates denied defaults during evaluation if the cookie is absent. It requests `Path=/`, `SameSite=Strict` and `Secure`.	28 days
`amznAref`	First-party measurement-token cookie read, updated or removed by `amzn.js`.	30-day token lifetime
`aatToken`	First-party token cookie managed by `amzn.js`.	Supplied by the token response
`AMZN-NoCookieConsent`	First-party cached no-consent cookie managed by `amzn.js`.	Supplied by the token response

Neither reviewed library references localStorage or sessionStorage. That does not establish which storage downstream Amazon resources use. A reload does not delete existing cookies, and your site's JavaScript cannot delete cookies on Amazon's domains.

Verify Amazon Ads

Use a private window with an opt-in policy. In DevTools, filter requests by amazon-adsystem.com. Before choosing, then after rejecting and reloading, neither Amazon library nor any Amazon event request should appear. Check cookies and browser storage too.
Allow marketing. Without ACS, check for one amzn.js load and the initial PageView. With a real countryCode, also check that amzn-consent.js executes first and ACS contains the supplied country and granted signals.
Change an unrelated consent category. There should be no second loader or initial PageView.
Withdraw marketing. With ACS enabled, check that both signals become denied. After c15t reloads the page, neither Amazon library should load. If reload is disabled, test your application event guards and do not treat ACS denial as proof that all Amazon traffic stopped.

Use your account's tag ID for an acceptance test. A fetched script or a syntactically valid UUID does not establish that an advertiser account or conversion endpoint accepted the event.

Sources

Amazon's official Google Tag Manager template, including its README, template.tpl, loader URLs, queue contract and ACS fields.
Amazon Ads consent signal requirements.
The live Amazon tag library and consent helper, used to check the queue parser, consent updates and storage names.
Amazon Ads product terms, which name Amazon Advertising LLC and its affiliates. The legal entity for an account can depend on its agreement and region.

The account-console installation snippet requires an Amazon Ads login. This guide follows Amazon's public template and downloaded libraries.

Test in a private window with an opt-in policy. Open DevTools Network, disable the cache and filter by the vendor's domain:

Load the page. No request goes to the vendor before you choose.
Click Reject, then reload. There is still no vendor request.
Open Privacy settings and allow the helper's category. The vendor script loads without a page reload.
Turn the category off again and save. c15t reloads the page, and the new page makes no vendor request.

c15t reloads on revocation because removing a script element does not stop code that already ran. The vendor's listeners, timers and queued events stay alive until the page unloads. If you set reloadOnConsentRevoked: false, stop the vendor yourself. Register a callback-only script whose onConsentChange calls the vendor's opt-out API, as shown in custom integrations, and check the permission before each of your own event calls. The reload does not delete cookies the vendor already set; see clear on revocation for your framework.

The helper lists its vendor by name in the preference dialog, so a visitor can turn it off inside an allowed category. See vendor consent for your framework. The consent verification guide covers navigation, expiry and hosting checks.