Privacy Policy
At Ninjadeals, we exist to deliver on our mission of “positively impacting people’s lives, every day in every home. This includes doing everything possible to protect your privacy and secure your personal information”.
This Privacy Notice aims to inform you about how we collect, use, disclose, and store personal information when you:
- access or use any of our websites, including product order transactions, downloading materials including product manuals and FAQs,
- use any of our products, services or applications in any manner,
- participate in a research survey or testing and register your products with us.
If you want to read about our Robotics Privacy Notice, please click here.
Who is responsible for your personal information?
Ninjadeals are responsible for determining “why” and “how” your personal information is collected. To be able to deliver our services we also determine which approved organisations we share your personal information with. All these organisations are bound by an obligation to implement appropriate security measures and have specific contractual terms on “how” and “when” they are allowed to use your personal information on our behalf.
Ninjadeals Europe Ltd and Ninjadeals Operating LLC operate as joint data controllers.
You can contact us by whatever method is best for you, including by email and post.
Our UK postal address: 3150 Century Way, Thorpe Park, Leeds, West Yorkshire, LS15 8ZB
Our email address: privacy@ninjadeals.com
To submit a request to exercise your rights please click here.
What personal information do we collect and why?
We collect, hold and use your personal information in accordance with your privacy legislation. We will collect, store, process, use, disclose and transfer your personal information to be able to identify you, and provide you with a smooth customer experience.
| The purposes we process your personal information are as follows: | The processing of your personal information is justified on the following legal basis: | Personal data we process |
|---|---|---|
|
Providing the services or information you may request when you contact us to purchase goods including:
|
Performance of a contract or taking steps at your request prior to entering a contract. |
Name Voice recording |
| Fraud prevention and order security: Verifying the legitimacy of your order before it is fulfilled, to protect you and us from fraudulent transactions. | Our legitimate interests in preventing fraud, protecting the security of payment transactions, and safeguarding our customers from the financial consequences of card fraud. | Name, address, email address, order and payment details, device and browsing information. |
| AI chat assistant Answer your questions about your order, delivery and returns, product set-up and general product support. Provide non-binding product suggestions.
|
Our Legitimate Interest in providing and improving our customer service and fulfilling your order-related enquiries. Where you are logged in, Performance of a contract where the assistant draws on your existing account and order data. |
Name |
| AI-assisted call quality monitoring; Analyse customer service interactions to assess call quality, identify agent training needs, and improve service standards. | Our Legitimate Interest in maintaining and improving the quality of our customer service. | Voice interaction data from calls to our customer service team. |
Engaging with you to provide a better service including:
|
Your consent. | Name Email address Phone number. |
| To personalise and deliver relevant content to you in marketing communications (where applicable), and to measure the effectiveness of those communications. | Your Consent for marketing Our Legitimate Interest in providing relevant and personalised experiences when you shop with us, and to develop our products and services. |
Contact details Usage and shopping profile Data. |
| Age verification Prior to the purchase of knives to meet legal obligation of: The Offensive Weapons Act 2019, which received Royal Assent in May 2019. |
Performance of a contract or taking steps at your request prior to entering a contract. | Name, Email, Order Number, Address, date of birth/age. Secondary check: Electoral Roll, Driving License credit card number, |
Some personal information could be considered sensitive, special, or protected. We do not routinely collect and use such information unless you chose to share where no other option is available, and always comply with the applicable privacy legislation to collect, protect, and use safely your personal information (in particular, by seeking your consent where required).
If you interact with us on social media, what you post on Facebook, LinkedIn, Instagram and Twitter, sometimes includes information that has been put online and is publicly available. We aim to anonymise personal information collected through these platforms, but it is not always possible and therefore we may collect your personal information. These online and social media sites are governed by the privacy notice of the company providing the feature, not by our Privacy Notice. You should carefully review those privacy policies before you use these sites to make sure that you are happy with how your personal information is being collected and shared.
We only collect information from third parties who have obtained your consent to share your information. This may include aggregated demographic information that provide insights into the relative affluence of households, from third party data providers who help us to give you a more relevant experience by enabling us to provide offers, and to give you more relevant services and advice.
Children
Our products and our websites are not designed for children under the age of sixteen (16) years old. If we become aware that we have collected personal information from children, we take every reasonable effort to delete or anonymise this information.
If we do unintentionally collect children’s personal information, we will delete it as soon as reasonably possible.
Sharing and transferring personal information
We will never sell your Personal Information to any third party.
We share your personal information with carefully selected service providers so they can provide services to you on our behalf to help us fulfil our contractual obligations, or who otherwise assist us in carrying out the purposes we describe in this Privacy Notice. We have contracts in place with these providers that stipulate they cannot do anything with your personal information without instruction from us and that they provide their service via secure methods.
Our service providers are:
- Logistics and Transport providers who deliver and collect products to and from your delivery/home address
- Customer Call Centre which provides support to our consumers regarding our products and services
- Payment Processing Providers to process your order payment
- Payment Service Providers such as Adyen and Klarna that take end-to-end responsibility for your payment, Klarna’s Privacy Notice can be found here
- Fraud prevention and payment security providers who assess the risk associated with your order before it is fulfilled. These providers may act as independent data controllers and process your data for their own fraud prevention purposes, including to improve their fraud detection systems across their networks. If your order is flagged for additional verification, you may receive a text message from our fraud prevention provider asking you to confirm you placed the order. If your order is not fulfilled following a fraud assessment, you can contact us at privacy@ninjadeals.com to request a human review of that decision.
- Age verification service Age checked for purchase of knives.
- IT Service Providers who host and manage our systems, applications, and data storage
- Marketing providers to manage our electronic communications to you and help us provide you with the advertising you are most likely to be interested in.
- Digital Marketing providers who invite you to share a review of our products or services after a purchase
- Debt collection agency should you breach the terms of your payment agreement
- AI-powered chat assistant provider to handle customer enquiries on our website, including order tracking, delivery and returns, product support, and product suggestions
We will share your personal information if required to do so by law enforcement authorities or regulatory bodies that have asserted a lawful right to access such information, to our legal counsel, or as necessary to protect our property, interests, and rights.
In the event of a sale of all or substantially all our business or another similar transaction (such as a sale of a division or business unit), we may transfer or disclose your personal information to a purchaser or prospective purchaser, who may collect, use and disclose such information for the purposes of evaluating and/or effecting a proposed transaction or operating and managing the affairs of the acquired business, or for other purposes identified in the Notice.
How long do we keep your personal information?
We will only keep personal information for as long as is necessary for the purposes we have collected it, and described in this Notice, and as required by law, such as:
- Where you do not have an account with us, and have consented to receive our marketing communications, when you choose to opt-out from receiving such communications we will minimise your personal information after 90 days to your email address.
- We may keep your personal information for 6 years where you have purchased a product from us to facilitate your Guarantee and our obligations within the applicable consumer regulations.
- Recordings of your interactions with our customer service will be kept for a maximum of 3 months, however, recordings may be kept longer if they are used as evidence in a legal claim.
- We may keep your personal information until the time limit for any legal challenges to the supply of the goods or personal injury claim have expired.
- We may retain personal information for a longer time where we are obliged to do so in accordance with relevant legal, tax and accounting purposes.
How do we protect your personal information?
Ninjadeals are strongly committed to keeping your personal information safe. We have adopted specific technical and organisational measures to protect your personal information against accidental or unlawful destruction, accidental loss, alteration, unauthorized disclosure or access.
We limit access to your personal information to those who have a genuine business need to know it. Those processing your information will do so only in an authorised manner and are subject to a duty of confidentiality.
Whilst we can take every precaution to protect your personal information, it is important that you keep your passwords, account details and other user information secure and confidential.
Artificial Intelligence (AI)
Ninjadeals uses artificial intelligence across a range of our services and business operations. This includes powering features on our website, improving the quality and relevance of our products and services, and analysing how our services are used. Where this processing involves your personal data, we apply the same principles of transparency, fairness, and data minimisation that govern all of our data processing. We are responsible for how AI is used on our behalf, including where AI systems are operated by third-party providers under our instruction. Where third-party providers process your personal data under our instruction as processors, we require by contract that your data is not used to train, improve, or develop AI models for their own or any third party’s purposes. In limited cases we share personal data with third parties acting as independent controllers for their own purposes, such as fraud prevention providers; these are described in the sharing section of this notice.
Our website chat assistant
We use an AI-powered chat assistant on our website to help you with questions about your order, delivery and returns, product set-up, and general product support. The chat assistant may also make non-binding product suggestions.
You are interacting with an AI system, not a human. If your enquiry requires human judgement or falls outside what the assistant can handle, it will escalate your conversation to a member of our customer service team.
When you use the chat assistant, any information you provide – such as your name, order reference, or email address – is processed within our order management platform. If you are logged into your Ninjadeals account, the assistant may draw on information we already hold about you to respond to your enquiry.
The chat assistant does not make decisions that affect your legal rights or obligations. Product suggestions made through the assistant are non-binding and do not alter any contract, price, or warranty.
Quality monitoring and agent support
We use AI-assisted tools to support the quality monitoring and coaching of our customer service teams. These tools analyse interactions between our agents and customers to assess call quality, identify training needs, and improve service standards. Audio is processed locally on our contact centre systems and is not transmitted to external services. No biometric data is generated or stored. This processing is carried out on our behalf by our contact centre provider under contract.
If you have any questions about how your personal information is handled in connection with the chat assistant, please contact us at privacy@ninjadeals.com.
International Transfer of Personal Information
We operate globally and may transfer your personal information to other offices in Ninjadeals, or to approved partners in locations around the world. We want you to have the best service and customer experience, and for this purpose we may share your personal information outside the country where you have first shared it with us. When we do this, it will always be for the purposes described in this privacy notice, and where we are satisfied with the levels of protection and security implemented in compliance with applicable privacy legislation. Transfers of personal information within Ninjadeals (including those outside the EEA) are governed by an intercompany agreement.
When we share, use, or transfer personal information with other organisations particularly outside the EEA, we use approved standard contractual clauses, or put in place other measures under applicable privacy legislation, to ensure that these transfers provide adequate safeguards.
Your Data Protection Rights
In certain circumstances, you may exercise the rights available to you under the applicable data protection legislation as follows:
- Right to access personal information held about you and to ask for copies of your personal information.
- Right to request us to make any changes and rectify your personal information if you think it is inaccurate. You also have the right to ask for information to be completed if you think it is incomplete.
- Right to ask for your personal information to be deleted.
- Right to restriction of processing your personal information in certain circumstances.
- Right to object to processing your personal information where the processing of your personal information is based on our legitimate interests. If we use your personal information for direct marketing, you can ask us to stop, and we will comply with your request.
- Right to object to and not be subject to a decision which is based solely on automated processing (including profiling) which may produce legal effects concerning you or could significantly affect you.
- Right to data portability. You can ask us to transfer your personal information to you or to a third party you have chosen, your personal information in a structured, commonly used, machine-readable format. Please note that this right only applies in certain circumstances.
- Right to withdraw consent at any time with effect for the future. In each of our email communications, we provide you with a corresponding link to manage your preferences or unsubscribe. You can also contact us by email.
- Right to lodge a complaint with a data protection supervisory.
The supervisory authority in the UK is the Information Commissioner’s Office (ICO) who may be contacted at https://ico.org.uk/make-a-complaint/. We would appreciate the opportunity to handle your concerns before you approach the ICO, so we ask that you contact us first in this instance.
How do you update your preferences or opt-out of marketing communications?
To update your preferences or ‘opt-out’ from receiving marketing communications you can either:
- Contact our customer services via email or phone stating what communications you no longer want to receive from us. Customer services
- To easily unsubscribe from our marketing click the ‘Unsubscribe’ at the bottom of the marketing email you received.
- Or, log into your preferences from the link at the bottom of any marketing email and change your subscription setting then click update.
Texts: To unsubscribe from text messages reply “STOP” to any of the text messages you receive, or email privacy@ninjadeals.com
Contact Us
You can contact us by email, online via our webform and post.
Our email is privacy@ninjadeals.com
Our UK postal address is Ninjadeals Privacy Team, 3150 Century Way, Leeds, West Yorkshire, LS15 8ZB.
To submit a Data Subject request please click here.
Changes to the Privacy Notice
We will regularly review and update this Notice, so we encourage you to review it periodically. If we change our privacy notice in a way that significantly changes how we process the personal information we hold about you we will alert you to material changes by placing a notice on our websites, or by sending you an email (if you have registered your e-mail details with us).
Any significant changes in processing will come in to force no sooner than thirty (30) days after notification through this Notice.
This Notice was last reviewed and updated on 28 August 2026 to include the use of AI.
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