Amazon Ads · Status at source date: Newsletter archive
Amazon completely removes buyer identity from seller data
Amazon has removed the obfuscated buyer email from seller data, completing its transition to fully anonymous buyer relationships. Buyer names and addresses were removed years ago; the obfuscated email was the last remaining identifier useful for calculating lifetime value.
What changed
Amazon now provides only aggregate data to sellers.
The change aligns with Amazon's March 4, 2026, Business Solutions Agreement update, requiring all AI agents accessing the platform to identify themselves and comply with the new Agent Policy. Amazon cites preventing unauthorised data mining by AI tools trained on its marketplace data.
Why it matters for advertisers
For you, this means rebuilding any workflows that depended on buyer email for LTV calculations or customer segmentation using alternative methods within what Amazon permits.
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Original newsletter text and archive evidence
Amazon completely removes buyer identity from seller data
Amazon has removed the obfuscated buyer email from seller data, completing its transition to fully anonymous buyer relationships. Buyer names and addresses were removed years ago; the obfuscated email was the last remaining identifier useful for calculating lifetime value. Amazon now provides only aggregate data to sellers.
The change aligns with Amazon's March 4, 2026, Business Solutions Agreement update, requiring all AI agents accessing the platform to identify themselves and comply with the new Agent Policy. Amazon cites preventing unauthorised data mining by AI tools trained on its marketplace data.
For you, this means rebuilding any workflows that depended on buyer email for LTV calculations or customer segmentation using alternative methods within what Amazon permits.
Source captured . No explicit first-contributor label was provided for this update.
