Developer Console

Privacy Labels Policy

Amazon Appstore is introducing privacy labels to provide customers with a standard way to view information about how apps handle user data, providing more transparency to customers about what data is collected and how it is used. These labels will help customers make decisions when choosing to download or engage with apps on the Appstore.

The following sections describe the information you must disclose as part of your app’s privacy labels. The information is required for existing apps as well as new apps. For guidance, refer to the Technical Documentation on how to complete and submit the questionnaire with the required information. You are responsible for ensuring the information you provide is accurate and up to date. In addition, you should also comply with the Privacy and Security Policy.

User Data – Data Collection and Third-Party Data Transfer

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.

Category Types of data collected Description
User Info Name A user's name such as first name, last name, or nickname as entered by the user.
Email Address A user's email address.
User IDs Identifiers that relate to an identifiable person such as account ID, account number, or account name.
Address A user's address, such as home, mailing, or billing address.
Phone number A user's phone number, such as home, mobile or work phone number.
Race and ethnicity Information about a user's race or ethnicity.
Sexual orientation 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.
Financial Info 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.
Purchase history Information about purchases or transactions a user has made.
Credit score 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.
Advertising ID 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.
Fitness info Information about a user's fitness, such as exercise or other physical activity.
Location Approximate location 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.
Precise location 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 Web browsing history Information about a user's browsing history, such as websites visited or web searches through search engines.
Photos or Videos Photos A user's photos.
Videos A user's videos.
Audio files Voice or sound recordings A user's voice such as a voicemail, an utterance, or a sound recording.
Music files A user's music files.
Other audio files Any other user-created or user-provided audio files.
App info and performance Crash logs 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.
Diagnostics 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.
App activity App interactions 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.
Installed apps 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.
Other actions Any other user activity or actions in-app not listed here, such as game play, likes, and dialog options.
Messages Emails 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.
Calendar Calendar events Information from a user's calendar such as events, event location, event notes, and attendees.
Contacts 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.

User Data – Data Purpose

For each data collection or third-party data transfer, you must disclose the purpose of the data collection or data transfer.

Types of data purpose Description Examples
App functionality 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.
Analytics 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.
Personalization 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.
Developer communications 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.
Other Purposes Any other usage purposes not listed in this section.

Last updated: Apr 11, 2023