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Amazon’s ad preferences and its store recommendations are controlled separately. To change personalized advertising on Amazon, open Your Ads Privacy Choices. To manage store suggestions, use Improve Your Recommendations and Your Browsing History. Alexa and Echo Show have their own ad and content controls, so changing one preference does not turn off every kind of Amazon personalization.
Turn off personalized ads on Amazon’s website
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Open Amazon’s Privacy Notice and select Your Ads Privacy Choices.
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Change the personalized advertising preference offered for your account or region. The wording and available choices may vary; use the option shown on the live preferences page.
This preference concerns Amazon’s personalized advertising. It is separate from store recommendations and does not necessarily remove every ad or personalized feature.
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- Alexa can show you more - Echo Show 5 includes a 5.5” display so you can see news and weather at a glance, make video calls, view compatible cameras, stream music and shows, and more.
- Small size, bigger sound – Stream your favorite music, shows, podcasts, and more from providers like Amazon Music, Spotify, and Prime Video—now with deeper bass and clearer vocals. Includes a 5.5" display so you can view shows, song titles, and more at a glance.
- Keep your home comfortable – Control compatible smart devices like lights and thermostats, even while you're away.
- See more with the built-in camera – Check in on your family, pets, and more using the built-in camera. Drop in on your home when you're out or view the front door from your Echo Show 5 with compatible video doorbells.
- See your photos on display – When not in use, set the background to a rotating slideshow of your favorite photos. Invite family and friends to share photos to your Echo Show. Prime members also get unlimited cloud photo storage.
Manage Amazon store recommendations
Use Improve Your Recommendations to manage the items and activity Amazon uses to shape store suggestions. Amazon also describes controls for individual items: on the relevant item, turn off Use this item for recommendations. This changes recommendation inputs; it is not a universal advertising opt-out.
To review or edit the browsing activity that may inform suggestions, open Your Browsing History. Recommendation settings, item-level controls, and browsing history are distinct from the advertising preference.
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- MEET ECHO SHOW 15 - A stunning 15.6" Full-HD (1080p) smart display that's perfect for your kitchen and ready to show you more. Use customizable widgets to keep your day on track, watch your favorite shows with Fire TV and powerful vibrant sound, and enjoy natural video calling, with 3.3x zoom and wide field of view.
- FAMILY ORGANIZATION HUB - See your top widgets at a glance, like your family’s calendars and to-do lists, local weather, smart home, and more.
- ALL YOUR FAVORITES, ALL RIGHT HERE - Built-in Fire TV unlocks endless entertainment, so you can enjoy your favorite content from thousands of apps like Prime Video, Netflix, YouTube, Apple TV, and more (subscription may be required). Fire TV remote included. Plus, now you can quickly add a device to play music with Active Media - start playing a song in the kitchen, then add the living room and bedroom on the fly.
- SMART HOME CENTRAL - Control smart devices with your voice or a few taps using the smart home dashboard. Easily turn on all your living room lights at once or check live camera feeds to see what's happening around your home.
- YOUR FAVORITE MEMORIES ON DISPLAY - Brighten your space (and your day) by turning your home screen into a photo slideshow that displays your favorite memories. Auto curate your images and show off your favorite family memories.
Change personalized ad preferences for Alexa
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In the Alexa app, go to More > Alexa Privacy > Manage Your Alexa Data.
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Open the preferences and look for Receive interest-based ads delivered by Amazon on Alexa; change it to the preference you want.
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One free scan finds every outdated or missing driver and matches the right update for your exact hardware.Free scan · exact hardware matchSpecial offer. See more information about Outbyte and uninstall instructions. Please review EULA and Privacy policy.Rank #3
Amazon Echo Show 11 (newest model), Vibrant Full-HD 11" display with more viewing area and spatial audio, Designed for Alexa+, Graphite- New size, more viewing area: The 11“ smart display features a vibrant Full-HD touchscreen with 60% more viewing area versus Echo Show 8 (2025 release), built-in smart home hub, AZ3 Pro chip for powerful performance, and Omnisense technology for highly personalized experiences.
- Content looks and sounds incredible: Watch shows on Prime Video, Netflix, and more on the vibrant Full-HD 11" screen and enjoy room-filling spatial audio, crisper vocals, wider sound stage, and up to 2x bass versus Echo Show 8 (2023 release). With Alexa+, find the name of that song you love and discover new shows based on your preferences.
- Your everyday assistant: The 11" display makes it easy to see recipes and calendars at a glance, find meal inspo, and manage your shopping lists. With Alexa+, find recipes based on foods you love, make reservations, order groceries, and more.
- Simple Smart Home control: Pair and control thousands of devices that work with Alexa without needing a separate smart home hub. Easily view your camera feeds. Manage lights, thermostats, and more using the display or your voice. With Omnisense technology, you can activate routines via temperature, presence, or visual ID detection.
- Crystal-clear video calls: Video calls feel natural on the vibrant 11" screen with a centered, auto-framing camera, 3.3x zoom, and noise reduction technology. Use live view to check in on your family, pets, and more while you're away.
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On an Echo Show, open Alexa Privacy or Privacy and Permissions > Manage Your Alexa Data, then manage the same preference. Menu labels can vary by device and software.
Amazon says opting out of Amazon-delivered interest-based ads on Alexa does not necessarily remove recommendations: “If you choose not to receive interest-based ads from Amazon, you may still receive personalized recommendations and other similar features.” (Alexa and Alexa Device FAQs, question 15.)
Rank #4
- Alexa can show you more - Echo Show 5 includes a 5.5” display so you can see news and weather at a glance, make video calls, view compatible cameras, stream music and shows, and more.
- Small size, bigger sound – Stream your favorite music, shows, podcasts, and more from providers like Amazon Music, Spotify, and Prime Video—now with deeper bass and clearer vocals. Includes a 5.5" display so you can view shows, song titles, and more at a glance.
- Keep your home comfortable – Control compatible smart devices like lights and thermostats, even while you're away.
- See more with the built-in camera – Check in on your family, pets, and more using the built-in camera. Drop in on your home when you're out or view the front door from your Echo Show 5 with compatible video doorbells.
- See your photos on display – When not in use, set the background to a rotating slideshow of your favorite photos. Invite family and friends to share photos to your Echo Show. Prime members also get unlimited cloud photo storage.
Change non-sponsored content on an Echo Show
For home-screen content categories, Amazon’s help path is Settings > Display & Appearance > Home Content Categories. Switch categories off individually. These settings address non-sponsored suggestions, not the interest-based advertising preference; labels can vary on some Echo Show devices.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why ads or recommendations may still appear
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An ad opt-out does not mean all ads disappear. Amazon says ads it delivers on Alexa may continue, but after opting out of interest-based ads they will not be based on interests.
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Some sponsored Echo Show ads cannot be disabled with the interest-based ad setting. Amazon says: “You can’t turn off these ads, but you can skip an ad by swiping from right to the left on the screen.” (Manage Ads and Other Suggested Content on Your Echo Devices with a Screen.)
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The Alexa preference applies to Amazon-delivered interest-based ads on Alexa, not ads in other Amazon services such as Amazon Music or Fire TV.
Best Value
Amazon Echo Show 8 (newest model), Vibrant HD 8.7" display with spatial audio, Designed for Alexa+, Graphite- Powerfully smart, beautifully built: The redesigned 8.7" smart display features a vibrant HD touchscreen with 15% more viewing area versus Echo Show 8 (2023 release), built-in smart home hub, AZ3 Pro chip for powerful performance, and Omnisense technology for highly personalized experiences.
- Content sounds incredible: Stream music or watch shows on Prime Video, Netflix, and more. All with room-filling spatial audio, crisper vocals, wider sound stage, and up to 2x bass versus Echo Show 8 (2023 release). With Alexa+, find the name of that song you love and discover new shows based on your preferences.
- Your everyday assistant: See recipes and calendars at a glance, easily find meal inspo and manage your shopping lists. With Alexa+, find recipes based on foods you love, make reservations, order groceries, and more.
- Simple Smart Home control: Pair and control thousands of devices that work with Alexa without needing a separate smart home hub. Easily view your camera feeds. Manage lights, thermostats, and more using the display or your voice. With Omnisense technology, you can activate routines via temperature, presence, or visual ID detection.
- Crystal-clear video calls: Video calls feel natural with a centered, auto-framing camera, 3.3x zoom, and noise reduction technology. Use live view to check in on your family, pets, and more while you're away.
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Personalized recommendations and similar features may remain after opting out of Alexa interest-based ads. Use the separate store recommendation and browsing-history controls if you want to address those suggestions.
These controls are described on Amazon’s US-facing English-language pages checked October 7, 2026. Menus and available preferences may differ by region, device, and software version.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
