Privacy Policy

This Privacy Policy explains how Amu Pets LLC (“AMU,” “we,” “us,” or “our”) collects, uses, discloses, and protects personal information when you visit or use the Amu Country Series featured shopping experience, purchase our products, interact with us, sign up for our communications, participate in promotions, or otherwise use our website, online store, content, products, and services (collectively, the “Services”).

By using the Services, you acknowledge that we collect and use personal information as described in this Privacy Policy.

We may collect personal information directly from you, automatically when you use the Services, and from third parties such as service providers, marketing partners, payment processors, and social media platforms. For a structured, category-by-category breakdown — including the business purposes we use each category for — see Notice at Collection below. We do not knowingly collect personal information from children under 13; see Children's Privacy.

Information you provide to us

We may collect information you provide when you visit our website, create an account, place an order, join our email or SMS list, contact customer support, submit a review, photo, comment, or testimonial, participate in a promotion, giveaway, referral program, ambassador program, or affiliate program, interact with us on social media, or otherwise communicate with us. This may include name, email address, phone number, shipping and billing address, payment-related information processed by our payment providers, order history, return / exchange / warranty information, customer support messages, marketing preferences, user-submitted photos and reviews, social media handle, and dog-related information you choose to provide (such as your dog's name, size, breed, measurements, or photos).

Information collected automatically

When you visit or use the Services, we and our service providers may automatically collect IP address, device type, browser type, operating system, referring and exit pages, pages viewed, links clicked, cart activity, purchase activity, approximate location, cookie identifiers, advertising identifiers, log data, date and time of visits, and other information about how you interact with our website, emails, ads, and Services. We collect this information using cookies, pixels, tags, web beacons, analytics tools, log files, and similar technologies.

Information from third parties

We may receive information from third parties, including Shopify and other ecommerce platforms; payment processors (Shopify Payments, Shop Pay); shipping and fulfillment providers; email and SMS marketing providers; analytics providers (PostHog, Google Analytics); advertising platforms; social media platforms; affiliate, ambassador, referral, or influencer platforms; fraud prevention and security providers; and other vendors or business partners.

When you start checkout or place an order, Shopify, payment processors (including Shopify Payments and Shop Pay), shipping providers, and related commerce partners may process the information needed to complete payment, fulfill the order, prevent fraud, and provide customer support. AMU does not store full payment card numbers.

We use personal information to operate, provide, and improve the Services; process orders and payments; fulfill, ship, and deliver products; communicate with you about orders, shipping, returns, exchanges, warranties, and customer service issues; provide customer support; send marketing emails, SMS messages, promotions, offers, and updates subject to applicable law and your preferences; send abandoned cart reminders; administer giveaways, referral, ambassador, affiliate, or loyalty programs; personalize your experience; analyze website traffic, product interest, cart activity, and customer behavior; measure and improve our advertising and marketing; detect, prevent, and address fraud, security issues, unauthorized transactions, and misuse of the Services; enforce our Terms of Service and other policies; comply with legal obligations; and protect the rights, property, safety, and security of AMU, our customers, pets, vendors, partners, and others.

We do not sell personal information. We share information with the following categories of recipients:

• Service providers and vendors — companies that help us operate our business, including website hosting, ecommerce, payment processing, shipping, fulfillment, email, SMS, analytics, advertising, fraud prevention, customer support, legal, accounting, and other business services.
• Payment processors— Shopify Payments and Shop Pay process payment information. Payment processing is subject to the payment processor's own terms and privacy practices.
• Shipping and fulfillment partners — we disclose name, shipping address, email, phone number, and order details necessary to fulfill and deliver orders.
• Marketing, analytics, and advertising partners — to help us understand customer behavior, improve our website, measure campaigns, send marketing messages, provide abandoned cart reminders, and display relevant advertising. These partners may collect information through cookies, pixels, tags, and similar technologies.
• Affiliates, ambassadors, and promotion partners — as necessary to administer the program you participate in.
• Legal and safety reasons — to comply with applicable law, regulation, legal process, or government request; enforce our Terms of Service; detect, prevent, or address fraud, security, or technical issues; protect the rights, property, safety, and security of AMU, customers, pets, partners, vendors, or others; or defend against legal claims.
• Business transfers — in connection with a merger, acquisition, financing, reorganization, bankruptcy, sale of assets, or other business transaction involving AMU.

You can adjust optional analytics and marketing cookies through the site's Cookie settings controls. You may also unsubscribe from marketing emails using the link in those messages, and opt out of SMS messages by replying “STOP”. California residents have additional rights described under Your California Privacy Rights.

If you sign up for AMU emails or SMS messages, we may send you promotional messages, product updates, launch announcements, abandoned cart reminders, and other marketing communications. You can unsubscribe from marketing emails using the unsubscribe link in any email. You can opt out of SMS messages by replying “STOP” or following the instructions provided in the message.

Message and data rates may apply to SMS messages. Message frequency may vary. We may still send transactional or service-related messages where permitted by law, such as order confirmations, shipping updates, customer service communications, and policy updates.

If you submit reviews, photos, videos, testimonials, comments, or other content to AMU, tag AMU on social media, use AMU hashtags, or otherwise share content with us, we may collect and use that content in accordance with this Privacy Policy and our Terms of Service. This may include your name, username, social media handle, profile photo, pet name, pet photo, caption, review, testimonial, or other information included in the content.

We may use this content for marketing, advertising, social media, website, email, product, packaging, public relations, and promotional purposes, subject to applicable law and our Terms of Service.

We keep information only as long as needed for the purposes described in this Privacy Policy or as required by law. We use reasonable administrative, technical, and organizational safeguards designed to protect information. However, no method of transmission or storage is completely secure, and we cannot guarantee absolute security. Specific retention windows are described in Notice at Collection.

At or before the point of collection, we provide this notice in accordance with California Civil Code §1798.100(b). The categories below follow the personal-information categories defined in CCPA §1798.140(o).

Categories of personal information we collect

• Identifiers — name, email address, IP address, device identifier.
• Commercial information — orders, products viewed, cart contents.
• Internet or other electronic network activity — browsing activity on shop.amu.pet, referring URLs.
• Geolocation data — general location only (country or region inferred from IP).
• Inferences — product preferences and intent signals drawn from the above.

Business and commercial purposes per category

• Identifiers — providing the service, account continuity, customer support, fraud prevention, and, with consent, marketing.
• Commercial information — fulfilling orders, customer support, fraud prevention, and analytics on product performance.
• Internet or network activity — operating the site, debugging, security, and, with consent, analytics.
• Geolocation — localizing currency and shipping options, and aggregate analytics.
• Inferences — improving the catalog and, with consent, personalized marketing.

We do not sell personal information for monetary consideration. Analytics and advertising tags share data with service providers under written contracts limiting their use, which we believe falls within the CPRA service-provider exception. See Do Not Sell or Sharebelow to opt out of any sharing that may qualify as a “sale” or “share” under CPRA.

How long we keep information

Order and transaction data

7 years (tax and accounting requirements).

Marketing list

Until unsubscribe, plus 90 days.

Analytics rollups

26 months (Google Analytics default).

Consent state

Until withdrawn.

If you are a California resident, the California Consumer Privacy Act, as amended by the California Privacy Rights Act (CPRA), gives you the following rights:

• Right to know — request the categories and specific pieces of personal information we have collected about you.
• Right to delete — request deletion of personal information we collected from you.
• Right to correct — request correction of inaccurate personal information we maintain about you.
• Right to opt out of sale or sharing— direct us not to “sell” or “share” your personal information for cross-context behavioral advertising.
• Right to limit use of sensitive personal information — we do not collect sensitive personal information as defined by CPRA, so there is nothing to limit, but you may still submit a request.
• Right to non-discrimination — we will not deny, charge different prices for, or provide a different quality of goods or services because you exercised a privacy right.

Do Not Sell or Share My Personal Information

You have two ways to opt out of any sharing that may qualify as a “sale” or “share” under CPRA:

1. Reject non-essential cookies in the consent banner. Open Privacy choices from the cookie banner on the site and decline analytics and marketing categories. (The dedicated in-app reopen control is rolling out separately; for now, clear site data or revisit on a new device to surface the banner again.)
2. Enable Global Privacy Control in your browser. We honor the navigator.globalPrivacyControl signal and treat it as a valid opt-out of sale and sharing for the browser sending it.

For manual requests, email hello@amu.pet. We respond within 45 days of receiving a verifiable request, consistent with the CPRA timeline (extendable by 45 additional days where reasonably necessary, with notice).

Authorized agent

You may designate an authorized agent to make a request on your behalf. The agent must provide written authorization signed by you, and we may need to verify your identity directly. Send agent requests to hello@amu.pet.

The Amu featured shopping experience is not directed at children under 13. We do not knowingly collect personal information from children under 13.

If you believe your child under 13 has provided personal information to us, please contact hello@amu.pet and we will delete the information from our records.

Under the Children's Online Privacy Protection Act (COPPA), a parent or legal guardian may review the personal information we have collected from their child, request that we delete it, and refuse to permit further collection or use of the child's information. To exercise any of these parental rights, contact hello@amu.pet.

The Services may link to third-party websites, apps, platforms, social media pages, payment processors, shipping providers, or other services. We are not responsible for the privacy practices, content, or security of third-party services. Your use of third-party services is governed by those third parties' terms and privacy policies.

We may update this Privacy Policy from time to time. The updated version will be posted on this page with a revised “Last Updated” date. Your continued use of the Services after an update means you acknowledge the updated Privacy Policy.

Privacy questions, requests, or other inquiries can be sent to hello@amu.pet, or by mail: