Amazon Is Blocking Google FLoC And That Could Seriously Weaken The Fledgling Tracking System

Amazon is blocking Google’s controversial cookieless tracking and targeting method.

Most of Amazon’s properties including Amazon.com, WholeFoods.com and Zappos.com are preventing Google’s tracking system FLoC — or Federated Learning of Cohorts — from gathering valuable data reflecting the products people research in Amazon’s vast e-commerce universe, according to website code analyzed by Digiday and three technology experts who helped Digiday review the code.

Amazon declined to comment on this story.