Privacy policy
Last Updated: September 23, 2026
This Privacy Policy describes how American Frontier, operated by EFI INC ("American Frontier," "we," "us," or "our"), collects, uses, shares, and protects personal information when you visit our online store, make a purchase, communicate with us, or otherwise use our services.
Information We Collect
Depending on how you interact with our store, we may collect information including:
Contact information, such as your name, email address, billing address, and shipping address.
Order information, including products purchased, order history, transaction details, shipping information, and returns.
Payment information. Payments are processed through our payment service providers. We may receive limited payment-related information necessary to process and administer transactions, but payment card information may be collected and processed directly by the applicable payment provider.
Device and usage information, such as IP address, browser type, device information, pages viewed, referring URLs, and interactions with our website.
Communications, including messages you send to customer support.
Marketing information, such as your marketing preferences and interactions with advertising or promotional communications.
How We Use Personal Information
We may use personal information to:
Process, fulfill, and deliver orders;
Process payments, returns, refunds, and replacements;
Provide customer support;
Communicate about orders and account activity;
Detect and prevent fraud, abuse, and security incidents;
Maintain and improve our website and services;
Measure website and advertising performance;
Personalize your shopping experience;
Send marketing communications where permitted by law;
Comply with applicable laws and legal obligations; and
Establish, exercise, or defend legal claims.
Shopify
Our online store is hosted through Shopify, which provides the e-commerce infrastructure we use to offer products and services.
Shopify may process personal information in connection with providing its services to us. Shopify's handling of information is also governed by its own privacy practices.
Cookies and Similar Technologies
Our website and the services integrated with it may use cookies, pixels, tags, and similar technologies.
These technologies may be used to operate the website, remember preferences, understand how visitors use our store, measure performance, prevent fraud, and support advertising and marketing activities.
Depending on applicable law and available website functionality, you may be able to manage certain cookie preferences through your browser or the consent controls presented on our website.
How We Share Information
We may disclose personal information to service providers and other parties that help us operate our business, including:
Shopify;
Payment processors;
Shipping and fulfillment providers;
Customer service providers;
Analytics providers;
Advertising and marketing providers;
Fraud prevention and security providers;
Professional advisers; and
Government authorities or other parties where required or permitted by law.
We may also disclose information as part of a merger, financing, acquisition, sale, restructuring, bankruptcy, or transfer of some or all of our business or assets.
Advertising
We may work with advertising and analytics providers to understand website activity and deliver or measure advertising.
Depending on the technologies used and applicable law, certain disclosures of personal information for targeted or cross-context behavioral advertising may qualify as "sharing," "selling," or similar regulated activity.
Where required, eligible consumers may exercise applicable opt-out rights using the privacy controls made available through our store or by contacting us.
Data Retention
We retain personal information for as long as reasonably necessary to provide our services, maintain business and transaction records, comply with legal obligations, resolve disputes, prevent fraud, and enforce our agreements.
Retention periods may vary depending on the type of information and applicable legal requirements.
Your Privacy Rights
Depending on where you reside and applicable law, you may have rights relating to your personal information, which can include rights to request access, correction, deletion, or a copy of certain personal information and rights relating to certain uses or disclosures of personal information.
These rights are subject to applicable exceptions and verification requirements.
To submit a privacy request, contact help@americanfrontiershop.com.
We may need to verify your identity before completing certain requests.
Children's Privacy
Our store is not intended for children under 13, and we do not knowingly collect personal information from children under 13.
If you believe a child has provided personal information to us, contact us so that we can review the matter.
Security
We use reasonable administrative, organizational, and technical measures intended to protect personal information.
However, no electronic transmission or storage system can be guaranteed to be completely secure.
Changes to This Policy
We may update this Privacy Policy periodically to reflect changes to our business practices, technology, legal requirements, or other operational reasons.
The revised policy will be posted on our website with an updated "Last Updated" date.
Contact Us
For privacy questions or requests:
EFI INC / American Frontier
6141 KNOLL WOOD RD, APT 304
WILLOWBROOK, IL 60527
UNITED STATES