Amazon Fresh Privacy Policy Review

Item: Amazon Fresh Privacy Policy
Rating: 28
Author: Privacy.Law Editorial Team

Amazon Fresh isn't just grocery delivery - it's a data collection pipeline feeding the world's largest advertising platform. Your food purchases reveal health conditions, household composition, income level, and daily routines, all feeding Amazon's advertising machine.

📅 Last Updated: January 28, 2026

📄 Policy Version: Jan 2026

⚠ 6 High-Risk Practices

0100

Grade F

Privacy Fairness Index

📈 8 points below category avg (36)

⚠ Critical Privacy Concerns

Amazon Fresh data combines with your entire Amazon profile: Prime Video watching, Alexa recordings, Ring doorbell footage, Kindle reading, and all shopping. This creates the most comprehensive consumer surveillance profile of any company. The lowest privacy score in our grocery delivery category.

Data They Collect

The full scope of Amazon's grocery data collection.

📊 Data Collection Scope (25%) 18/100

What they collect: Complete purchase history (never deleted), delivery addresses, Alexa voice recordings, Ring video, shopping patterns, health inferences, household composition, dietary restrictions, and cross-device tracking.

👥 Third-Party Sharing (20%) 22/100

Who gets your data: Amazon Ads platform (massive), third-party sellers, delivery partners, "business transfers," and countless "service providers."

🕐 Retention & Deletion (20%) 25/100

How long: Purchase history retained permanently. Account deletion doesn't remove order history. "Aggregated" data kept forever.

☑ User Control & Consent (15%) 35/100

Your control: Ad preferences exist but are buried. CCPA rights technically available. Cannot opt out of most data collection while using service.

🔒 Security & Breach (10%) 42/100

Security: Enterprise-grade infrastructure. But data is so widely distributed across Amazon systems that exposure surface is massive.

🔍 Transparency & Access (10%) 30/100

Clarity: Privacy policy is intentionally vague. No clear explanation of how grocery data feeds advertising. Data download doesn't include inferences.

Compare With Other Grocery Services

⚠ Red Flags

The most concerning privacy practices in Amazon's policy.

Grocery Data Feeds Advertising Empire

High Risk

Your grocery purchases directly inform Amazon's $40+ billion advertising business. Brands target you based on what you eat.

"We use your information to display interest-based ads for features, products, and services that might be of interest to you." Amazon Privacy Notice — "Information We Collect: Advertising"

Alexa Kitchen Integration

High Risk

If you use Alexa to add items to your Fresh list, Amazon records and analyzes those voice commands, linking them to your purchase patterns.

"When you use Alexa, we collect your voice input and use it to respond to your requests and improve our services." Amazon Privacy Notice — "Alexa and Echo Devices"

Permanent Purchase History

High Risk

Amazon never deletes your purchase history. Even "deleting" your account preserves order records for "legal and business purposes."

"We retain your personal information to maintain your account, provide services, and for legal and business purposes." Amazon Privacy Notice — "Data Retention"

Health Inference from Groceries

High Risk

Amazon infers health conditions from your food purchases: diabetes (sugar-free items), pregnancy (prenatal vitamins), diet changes, allergies, and more.

"We may derive or infer information about you from information we collect, including about your preferences and interests." Amazon Privacy Notice — "Information We Collect: Inferences"

Cross-Service Data Combination

High Risk

Your grocery data combines with Prime Video, Kindle, Ring, AWS, Whole Foods, and all other Amazon services into a single profile.

"We may combine information collected across our services and devices to provide and improve our services." Amazon Privacy Notice — "How We Use Information: Combined Data"

Delivery Driver Data Access

Medium Risk

Amazon Flex drivers and delivery partners access your name, address, phone, and delivery instructions through apps on their personal devices.

"We share information with delivery service providers who assist in fulfilling your orders." Amazon Privacy Notice — "Information Sharing: Service Providers"

Analysis

"Amazon Fresh represents peak surveillance capitalism. Your grocery choices - one of the most intimate data categories - feed the world's largest advertising platform. Amazon can infer pregnancy, illness, diet changes, and financial status from what you buy.

The integration with Alexa is particularly concerning. If you use voice commands to add items to your shopping list, Amazon is recording your kitchen conversations and linking them to your purchase patterns. Combined with Ring doorbell data showing when you're home, Amazon builds an incredibly detailed picture of your daily life.

If you value privacy, Amazon Fresh should be avoided entirely. There is no way to use the service without feeding their data machine. Consider local grocery stores, farmers markets, or at minimum services not connected to massive advertising platforms."

Amazon Fresh Privacy Policy Review

⚠ Critical Privacy Concerns

Data They Collect

Compare With Other Grocery Services

🐕 Concerned About Your Data?

Related Resources

⚠ Red Flags

Grocery Data Feeds Advertising Empire

Alexa Kitchen Integration

Permanent Purchase History

Health Inference from Groceries

Cross-Service Data Combination

Delivery Driver Data Access

Analysis