Amazon blocks Google's new tracking method FLoC

Amazon has decided to block Google's new tracking method FLoC on a number of its own websites, including and When Chrome users visit these sites, the browser will not use this information to place the user in a particular cohort.

Federated Learning of Cohorts (FLoC) is a new tracking method from Google that places Chrome users in so-called cohorts based on their browsing behavior. Google Chrome looks at all websites that the user visits and divides the user into a cohort based on this. These cohorts are provided with a unique ID. Advertisers can then show targeted ads based on the cohort ID.

Websites participate by default, but webmasters can add a header so that no FLoC cohort is calculated. A Twitter user discovered that Amazon has added this header to Digiday reports that more Amazon websites have been provided with the header in recent days. According to experts who spoke to the website, Amazon wants to prevent Google from getting away with valuable data that it can use itself. Earlier, GitHub and WordPress also decided to block Google FLoC.

FLoC is currently being tested among a small proportion of Chrome users in Australia, Brazil, Canada, Indonesia, Japan, Mexico, New Zealand, the Philippines, and the United States.

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