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How Amazon is Handling DMA


How Amazon is Handling DMA

In the realm of digital commerce, staying ahead of regulatory changes is not just wise—it’s imperative. With the introduction of the Digital Markets Act (DMA) in the European Union, major online platforms are navigating through new compliance waters. Amazon, as a designated “gatekeeper” under this new regulation, has taken significant steps to align its operations with the DMA’s requirements. Here’s a closer look at how Amazon is adapting to ensure a seamless transition for its users and what this means for potential PPC clients.

Amazon’s Proactive Approach to the DMA

Effective from March 6, 2024, the DMA introduces a suite of obligations aimed at ensuring fair and open digital markets within the E.U. Recognising the importance of this regulatory shift, Amazon has been proactive in making necessary adjustments to its platform. Starting in September 2023, following its designation as a gatekeeper, Amazon embarked on a journey to not only comply with the DMA but also to enhance user experience and transparency in its advertising practices.

One of the key adaptations includes the implementation of new consent prompts across its EU services, including Prime Video and Audible. These prompts are designed to inform customers about the use of their personal information and offer them a choice to opt for a personalised experience. By doing so, Amazon is not only adhering to the DMA but also empowering its customers with greater control over their data.

Empowering Customers and Sellers

In line with the DMA’s focus on promoting competition and innovation, Amazon has introduced tools that allow customers to share their data with trusted third parties. This means that customers can now authorise a seller to access data about their engagement with the seller’s products, fostering a more transparent and competitive marketplace.

Furthermore, Amazon has updated its advertising choices, asking customers for consent to use their personal information for personalised ads. This shift not only complies with the DMA but also enhances the relevance of advertisements, potentially increasing the effectiveness of PPC campaigns run by businesses on the platform.

For further insights and information on Amazon’s adjustments to the DMA, visit Amazon’s advertising blog on the Digital Markets Act.

What This Means for PPC Clients

The changes Amazon has made in response to the DMA offer a unique opportunity for PPC clients. With more tailored advertising choices and an increased emphasis on consent and data transparency, businesses can expect a more engaged and receptive audience. This environment allows for the creation of PPC campaigns that are not only compliant with the new regulations but are also more likely to resonate with a discerning customer base.

For potential PPC clients, understanding these changes and how to leverage them within Amazon’s ecosystem is crucial. It’s about finding a balance between compliance and creativity to craft campaigns that capture attention and drive conversions.


As Amazon adapts to the Digital Markets Act, it sets a precedent for how major online platforms can navigate regulatory changes while enhancing user experience and advertising efficacy. For businesses looking to leverage Amazon’s vast marketplace for their PPC campaigns, staying informed about these changes is key.

For those aiming to refine their approach to PPC advertising in this new regulatory environment, consider the expertise available to guide you through these changes. At PPC Geeks, we offer an unmissable 100% free Google Ads audit, availability is limited so book your FREE PPC review today. Find out how your Ads account stacks up against the best in the business!


Rory Bettany

Rory has worked with a variety of businesses in different industries around the world to deliver results based, data driven digital marketing strategies.

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