How to Clear Your Amazon Search History: An In-Depth Guide for Small Businesses

As a consultant who assists small business owners with setting up and managing their Amazon seller accounts, privacy is an issue I discuss frequently. Many entrepreneurs are surprised to discover that Amazon closely tracks your browsing and search history by default.

While this data enables Amazon to improve its recommendations and site experience, I‘ve found many sellers feel uncomfortable with how much personal information is collected behind the scenes. The good news is you can easily control what Amazon records about your shopping behavior.

In this comprehensive guide, I‘ll share step-by-step instructions to:

  • Clear your entire Amazon search history
  • Delete individual items from your history
  • Disable search tracking completely

I‘ll also provide context from my experience to help you make informed privacy decisions for your business.

Overview: How Amazon Uses Search Data

As an ecommerce giant serving over 200 million customers daily, Amazon relies heavily on customer data to improve its services. Specifically, your browsing and search history allows Amazon to:

  • Refine its product recommendations to encourage more purchases
  • Determine demand forecasting and inventory needs
  • Develop features like "Frequently Bought Together" suggestions
  • Personalize the site experience to your tastes

However, many sellers feel uneasy knowing Amazon has access to data on their product research, competitor browsing, pricing analyses, and more.

A Consumer Reports survey found 72% of Americans believe the risks of companies collecting personal data outweigh the benefits. [Source]

While Amazon states collected data makes the shopping experience more convenient, as an entrepreneur you must decide what level of visibility you are comfortable providing.

The good news? You have options…

Clearing Your Amazon Search History

As an Amazon customer, you can easily view and delete the record of your browsing history:

Check Your Search History

First, log into your seller account on and click "Browsing History" under "Account & Lists":

Browsing history option under Account & Lists

You‘ll see a list of your recent searches and product views. This gives you visibility into exactly what data is being tracked.

Clear Entire Search History

To delete your full search history:

  1. Click the dropdown next to "Manage History"
  2. Select "Remove All Items from View"
  3. Confirm the removal when prompted

This will erase your full history in one click.

Delete Individual Items

You can also selectively remove items from your search history:

  • Mouseover any search result or product listing
  • Click the "Remove from view" button
  • This removes that item only

Use this for sensitive or private searches you don‘t want saved.

Disable Search Tracking

For full privacy, visit your Browsing History page and toggle off the "Browsing History" option. This prevents Amazon from recording any search data going forward.

What Clearing History Does NOT Delete

It‘s important to note that erasing your search history does not delete other potentially sensitive information, such as:

  • Your Amazon order history: This contains records of your purchases as a buyer and seller.
  • Product reviews, ratings or comments: Any public feedback left on Amazon remains visible.
  • Store preferences: Your subscribed items, preferred address etc. remain unchanged.
  • Prime video watch history: Your viewing activity and recommendations on Prime Video stay intact.

I recommend business owners conduct a full personal data audit from time to time to understand what information Amazon retains, and delete any unneeded records. This enables thoughtful privacy choices.

Key Takeaways

As an entrepreneur and Amazon seller, only you can decide what amount of personal data visibility you are comfortable providing. While search history tracking can provide a more personalized site experience, deleting your history – or turning it off completely – limits data sharing.

I recommend clearing your search data at least monthly as a best practice, more often if you have privacy concerns around competitor research, product launches, or sensitive financial information displayed on-site. This gives you greater control over your information.