Privacy Policy

The controller within the meaning of the General Data Protection Regulation (GDPR) is:

hof digital
Sebastian Hof
Hohenzollernallee 29
40235 Düsseldorf
Germany

Phone: +49 211 5420 2330
Email: info@hof-consulting.de
Data Protection: privacy@hof-consulting.de

The following information provides a simple overview of what happens to your personal data when you visit our website or use our Sellantica service. Personal data is any data by which you can be personally identified.

Sellantica is a professional Amazon PPC Analytics Software that works exclusively with official Amazon SP-API interfaces. We do not process personal data (PII) of Amazon end customers; we exclusively process campaign and performance data of Amazon Selling Partners registered with us.

This website and the Sellantica application are hosted with Amazon Web Services (AWS):

Amazon Web Services EMEA SARL
38 Avenue John F. Kennedy
L-1855 Luxembourg

Data Center: AWS eu-central-1 (Frankfurt, Germany)

AWS processes data on our behalf pursuant to Art. 28 GDPR. A Data Processing Agreement (DPA) has been concluded. More information: AWS GDPR Center

The provider of the pages automatically collects and stores information in server log files:

• Browser type and version
• Operating system used
• Referrer URL
• Hostname of the accessing computer
• Time of the server request
• IP address (anonymized after 7 days)

Legal basis: Art. 6(1)(f) GDPR (legitimate interest in the security and stability of our services)

Storage period: 90 days, then automatically deleted

When using our contact form or submitting a demo request, we process the following data:

• Name
• Email address
• Company (optional)
• Monthly ad spend (optional)
• Message (optional)

Purpose: Responding to your inquiry, providing a demo, business initiation

Legal basis: Art. 6(1)(b) GDPR (pre-contractual measures), Art. 6(1)(f) GDPR (legitimate interest)

Storage period: Until complete processing of your inquiry, then 3 years for documentation purposes

Recipients: No disclosure to third parties except technical service providers (AWS)

This website uses only technically necessary cookies for functionality (session management, login status). No tracking or marketing cookies are used.

Legal basis: Art. 6(1)(f) GDPR (technically required)

Storage period: Session cookies are deleted after closing the browser

Sellantica is a registered Amazon Selling Partner Application. After your authorization via "Login with Amazon", we process the following data:

• Amazon Seller Account ID
• Campaign data (Sponsored Products, Brands, Display)
• Keyword and Search Term Performance
• Budget and bid information
• ACoS, ROAS, conversion metrics
• Brand Analytics data (if authorized)

Purpose: Providing PPC analytics, bid optimization, campaign management

Legal basis: Art. 6(1)(b) GDPR (contract performance)

Storage period: During the contract term plus 90 days for reporting purposes

Important: Sellantica does not process personal data of Amazon end customers (e.g., names, addresses, payment information). We exclusively receive aggregated campaign and performance metrics via the SP-API.

In accordance with the Amazon Acceptable Use Policy (Sections 4.4 and 4.5), we exclusively process:

• Campaign performance data of the Seller
• Aggregated keyword and search term statistics
• Financial metrics (ad spend, sales, ACoS)

Each Amazon Seller has exclusive access to their own data. No aggregation or mixing of data from different sellers takes place. Tenant separation is achieved through:

• Separate S3 buckets per seller account
• IAM roles with least-privilege principle
• Encrypted database partitioning
• Multi-factor authentication for all access

We only pass your data to the following infrastructure service providers (processors pursuant to Art. 28 GDPR):

No disclosure to:

• Marketing or analytics service providers
• Advertising partners or affiliate networks
• Other Amazon Sellers or competitors
• Third countries outside the EU/EEA

We implement the following technical and organizational measures (TOMs):

• Encryption: TLS 1.3 in transit, AES-256 at rest
• Access control: IAM Least-Privilege, Multi-Factor Authentication
• Monitoring: AWS CloudTrail, GuardDuty, CloudWatch Alarms
• Backup: Daily automatic backups with 30-day retention
• Incident Response: 24/7 escalation chain, documented playbooks
• Logging: Immutable audit logs for 12 months

All employees are bound to data confidentiality and receive regular data protection training.

You have the following rights regarding your personal data:

• Right of access (Art. 15 GDPR): You may request information about the data we store about you
• Right to rectification (Art. 16 GDPR): You may request the correction of inaccurate data
• Right to erasure (Art. 17 GDPR): You may request the deletion of your data ("right to be forgotten")
• Right to restriction (Art. 18 GDPR): You may request a restriction on the processing of your data
• Right to data portability (Art. 20 GDPR): You may receive your data in a structured format
• Right to object (Art. 21 GDPR): You may object to the processing of your data
• Right to withdraw consent (Art. 7(3) GDPR): You may withdraw any consent given at any time

To exercise your rights, please contact:
privacy@hof-consulting.de

Right to lodge a complaint: You have the right to lodge a complaint with a data protection supervisory authority:

Landesbeauftragte für Datenschutz und Informationsfreiheit Nordrhein-Westfalen
Kavalleriestraße 2-4, 40213 Düsseldorf
www.ldi.nrw.de

We store your data only for as long as is necessary for the respective purposes:

• Campaign data: During contract term + 90 days
• Contract data: 10 years (statutory retention obligation under HGB)
• Invoice data: 10 years (statutory retention obligation under AO)
• Server logs: 90 days
• Contact inquiries: 3 years

After the storage period expires, data is automatically deleted unless statutory retention obligations apply.

We do not use automated decision-making or profiling within the meaning of Art. 22 GDPR. All optimization suggestions by the Sellantica software are recommendations that must be manually confirmed by the seller before implementation.

We reserve the right to adapt this privacy policy to ensure it always complies with current legal requirements or to reflect changes to our services. The new privacy policy will apply on your next visit.

In the event of material changes, we will inform you by email (if you are registered with us) or by a prominent notice on our website.