Amazon has requested to opt out of the Webwise behavioural targeting advertising system that has been created by Phorm.

Amazon has contacted the company to request that the web pages on all of its domains are not scanned by the Webwise system, The Daily Telegraph reported.

It would not comment further on why it had chosen to take this action. However, the system has the potential to pick up on particular items customers are viewing on Amazon’s site and then serve up advertising from Amazon’s competitors to them elsewhere on the web.

The system works by scanning web pages viewed by internet users signed up with particular internet service providers. It then runs targeted advertising based on the content of all web pages viewed.