What is the Books-A-Million Privacy Policy?


Last Updated: May 24, 2022


Books-A-Million, Inc., Booksamillion.com Inc., BAM Card Services, LLC, 2nd and Charles, American Wholesale Book Company, and Yogurt Mountain, LLC (collectively “The Company”, “we”, “us”, and “our”) are committed to protecting the privacy and security of the personal information we collect, use, share, and otherwise process as part of our businesses.  We also believe in transparency, and we are committed to informing you about how we treat your personal information.  This Privacy Policy (the “Policy”) will provide you with a comprehensive description of our online and offline practices regarding the collection, use, maintenance, protection, and/or disclosure of your personal information. 





This Policy applies to personal information we collect when you: 

  • Visit any of the following websites (collectively the “Site”):
    • booksamillion.com
    • 2ndandcharles.com
    • yogurtmountain.com
  • Receive electronic communications from The Company, including emails and social media messaging;
  • Request information from The Company online via the Site;
  • Interact with us offline at any of our physical locations;
  • Interact with our email, social media, and marketing applications
  • Interact with mobile applications
  • Mobile Terms of Use - Click Here



We may collect and process the following personal information from you for the purposes set forth below:


Types of Data and Purpose

Contact Information

When you visit our Site, register for programs or contests, or request our services, we may ask you for your name, address, telephone number, email address, or other contact details in order to respond or process your request or inquiry.  This enables us to improve our relationship and communication with you and to offer you goods and services which may be of interest or benefit to you.  

Business Information

When you seek services from us in the course of contractual or customer relationships between you, your organization, and us, we collect business contact information, including your job title and company’s name, and other personal information in order to provide you with the services you have requested.  This information may also include transactional information such as purchase history, shipment history, electronic downloads, service selections, and information requests.  

User Account Information

When you create an account, we collect your contact information, other identity information (e.g. gender, date of birth, other demographic information), username, password, and other registration information.  This information is necessary to provide you the account you have requested and to maintain the account and your profile.  You may update your account information by editing the information associated with your account.  

Cookies and Similar Technologies

Please seek the Cookies and Similar Technologies section of this Policy below.  If you choose to disable cookies and similar technologies, some areas of the Site may not work properly.  

Automated Information

When you visit our Site, we automatically collect information from your browser or your mobile device, which includes the date and time of your visit, your Internet Protocol (IP) address or unique device identifier, domain server, your browser type, cookies and data about which pages you visit and how you use the Site in order to allow us to operate and provide the Site and our services.  This information is used to understand how you interact with the Site and to provide you with advertising and a more personalized experience.  

Your Communications

When you communicate with us, we may retain your communications in order to process and respond to them, as well as to improve our services. We may use your email address to communicate with you about our products and services or send you periodic emails if you decide to opt-in to any of our mailing lists.  If at any time you would like to unsubscribe from receiving future emails, you may unsubscribe using the link at the bottom of each email. 

Location Information

When you use the Site, we may collect information about your location and use of the Site, including your interaction with advertising and analytics services on the Site, in order to (a) serve you the content and functionality you request, and (b) maintain the privacy and security of the Site and services.  Location information collected may include your Internet Protocol (IP) address and unique device identifier. 

Email Interconnectivity

If you receive email communications from us, we may use certain tools to capture data related to if/when you open our message and if/when you click on any links or banners it contains and make purchases.  We use this information to enhance our marketing efforts. 

Sensitive Personal Information

We may collect information regarding your gender, driver’s license or government identification number, and financial information.  Any payment information for a product or service may be shared and/or stored by our payment processors.  However, we do not store credit card numbers on any of our systems.  We will collect this sensitive personal information with your express consent or as otherwise permitted by applicable law. 

Third Party Information

In addition to the information that we collect from you directly, we may also receive information about you from other sources, including third parties, business partners, our affiliates, or publicly-available sources.

Contact Us, Feedback, and Support Inquiries

If you choose to contact us via the Contact Us form on the Site, provide us with feedback, or ask us questions, we will collect your email address and the information that you choose to include in your message to us so that we can receive and respond to your request if needed. We may request that you provide additional information relevant to the support requested. This information helps us direct your request and respond more quickly to your needs. 

Employment Positions

If you apply for a job or become an employee, we may collect personal information necessary to process your application or employment. This may include, among other things, your contact information, your social security number, employment history, skills, and competencies. If you apply for employment through the Site, we will not collect any employment information via the Site as any application information provided online is collected through one of our third-party service providers. 

Social Media Engagements

When you submit a survey, questionnaire, contest entry, or comment form by using the Site or social media, or other online survey tools and platforms accessible via our Site, we or third parties who operate those tools, platforms, or social media websites may collect your social media handle or profile, or any other identifier that you use by which you may be contacted online or offline.  Additionally, when you engage with any of the social media platforms under our management, or the management of our corporate subsidiaries and affiliates, we may collect and aggregate the personal information that is tied to your account (for example, your name, username, email address, and location) and your engagement with us, including all content, messages, and information that you provide to us.  We aggregate and use the information collected to develop and improve our services and marketing efforts and to contact you about products and services that may be of interest to you.

Order Placement

When you place an order with or purchase goods or services from us, we collect your name, shipping address, and contact details, shipping preferences, and phone number. 

Mailing List

When you sign up for one of our mailing lists, we collect your contact information, including your email address and postal address.



We collect and use the types of personal information listed above to improve your experiences on our Websites, to provide services to you, to inform you about products and services that you may find interesting, and to communicate with you about information you have requested.  We may also use personal information to help target specific offers to you and help us develop and improve our Websites and services.  Additionally, we may use your personal information in the following ways:

  • To provide you with the services you have requested and to manage our relationship with you, including administering your account, processing payments, accounting, auditing, billing and collection, and taking other steps necessary to the performance of our business relationship with you;
  • To present and improve the Websites’ content and functionality;
  • To personalize your experience (your information helps us to better respond to your individual needs);
  • To improve customer service (your information helps us to more effectively respond to your customer service requests and support needs);
  • To respond to visitor, subscriber, and customer inquiries;
  • To determine user interests, needs, and preferences;
  • To provide notice of changes to the Websites or the services we offer to provide;
  • To deliver services to you;
  • To comply with your instructions;
  • To conduct research and analysis;
  • To manage and maintain the security of the Websites and our services;
  • To administer a contest, promotion, survey or other feature;
  • To market our products and services to you or to send you information about The Company, including our affiliates, or products or services that may be of interest to you, or to contact you when necessary. We will only provide you with marketing-related information after you have, where legally required to do so, opted in to receive those communications and having provided you with the opportunity to opt-out of such communications at any time;
  • To comply with our legal compliance obligations, including maintaining records, performing compliance audits, etc.;
  • To exercise and defend our legal rights, or to comply with court orders;
  • For any purpose related to and/or ancillary to any of the purposes and uses described in this Policy for which your personal information was provided to us;
  • To send periodic email including information and updates. We may use your contact information to respond to your requests or inquiries.  We may use your contact information to send you information about The Company, including our affiliates, our Websites, our products or services, and/or to contact you when necessary;
  • In any other way we may describe when you provide the information;



We may share your information in the following contexts:


Disclosure Contexts

Subsidiaries and Acquisitions

We may share your personal information with any corporate subsidiaries and affiliates, we have now or may have in the future, and with their respective officers, directors, employees, subcontractors, accountants, attorneys and agents.  In addition, we may disclose your personal information in the event of a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of our company assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which personal information held by us about the Site’s users is among the assets transferred.  For example, if another company acquires us, we will share your personal information with that company.

Public Areas

Some areas of our Site or social media provide the opportunity to post comments, or reviews, in a public forum.  If you decide to submit your personal information in these areas, you do so at your own risk and acknowledge that the information will be publicly available. 

Disclosures With Your Consent

We may ask if you would like us to share your personal information with other unaffiliated third parties who are not described elsewhere in this Policy.  We will only disclose your personal information in this context with your consent. 

Disclosures Without Your Consent

We may share your personal information with other unaffiliated third parties who are not described elsewhere in this Policy and may do so without your additional consent, unless legally required to obtain separate consent.  We may disclose your personal information in response to subpoenas, warrants, court orders or other legal process, or to comply with relevant laws.  We may also share your personal information in order to establish or exercise our legal rights, to defend against a legal claim, to investigate, prevent, or take action regarding possible illegal activities, suspected fraud, or to protect the safety of The Company, our customers, or others.

Third Parties

We may provide personal information about you to third parties that may offer products and services specifically requested by you.

Service Providers

We may share your personal information with our service providers and other third parties that need access to your information to provide operational or other support services on our behalf.  Among other things, service providers may help us to administer the Websites, support our provision of services; provide technical support; send marketing, promotions and communications to you about our services; and assist with other legitimate purposes permitted by law. 

Aggregated Data

We may disclose aggregated information about our users, and information that does not identify any specific individual, such as groupings of demographic data and customer preferences, without restriction.




A “cookie” is a small file created by a web server that can be stored on your device (if you allow) for use either during a particular browsing session (a “session” cookie) or a future browsing session (a “persistent” cookie).  “Session” cookies are temporarily stored on your hard drive and only last until they expire at the end of your browsing session.  “Permanent” cookies remain stored on your hard drive until they expire or are deleted by you.  Local stored objects (or “flash” cookies) are used to collect and store information about your preferences and navigation to, from, and on a website. 

First-party cookies are set by the Websites and they can only be read by the Websites.  Third-party cookies are set by a party other than us, including advertisers, ad networks and servers, content providers, and application providers.  These third-parties may use cookies alone or including personal information about your online activities over time and across different websites and other online services.  They may use this information to provide you with behavioral advertising or other targeted content.  We do not control these third parties’ tracking technologies or how they may be used.  If you have any questions about targeted content, you should contact the responsible party directly or consult their privacy policies. 

Similar Technologies

In addition to cookies, there are other automatic data collection technologies, such as Internet tags, web beacons (clear gifs, pixel tags, and single pixel gifs) and navigational data collection (log files, server logs, etc.) that can be used to collect data as users navigate through and interact with the Websites: 

  • Web beacons. These are tiny graphics (sometimes called “clear GIFs” or “web pixels”) with unique identifiers that are used to understand browsing activity. In contrast to cookies, which are stored on a user’s computer hard drive, web beacons are rendered invisible on web pages when you open a page.
  • Social Widgets. These are buttons or icons provided by third-party social media providers that allow you to interact with social media services when you view a webpage or mobile app screen. These social widgets may collect browsing data, which may be received by the third party that provided the widget and are controlled by third parties.
  • UTM Codes. These are strings that can appear in a URL (the “Uniform Resource Locator,” which is typically the http or https address entered to go to a web page) when you move from one web page or website to another, where the string can represent information about browsing, such as which advertisement, page, or publisher sent the user to the receiving website.

The aggregate data collected by these passive technologies typically does not target any personally identifying information.  However, personal information we store about you may be linked to information stored in and obtained from cookies in order to improve our marketing, analytics, or website functionality. 

Choices About Cookies

We provide you with choices regarding the personal information you provide to us, and we have created ways to give you control over our use of your information.  Most web browsers are set by default to accept cookies.  If you do not wish to receive cookies, you may set your browser to refuse all or some types of cookies or to alert you when cookies are being sent by website tracking technologies and advertising.  Note that, if you decline the use of cookies, you may not have access to the full benefits of the Site.



We will retain your personal information as needed to fulfill the purposes for which it was collected.  We will retain and use your personal information as long as necessary to comply with our business requirements and legal obligations, to resolve disputes, to protect our assets, to provide our services, and to enforce our agreements.

When we, in our sole discretion, believe we no longer have a purpose to retain your personal information, we will securely destroy your personal information in accordance with applicable law and our policies. We take reasonable steps to delete the personal information we collect if you ask us to delete your information, unless we determine that doing so would violate our existing, legitimate legal, regulatory, dispute resolution, contractual, or similar obligations.  To the extent permitted by law, we may retain and use anonymous and aggregated information for performance reporting, benchmarking, and analytic purposes and for product and service improvement.



We have put reasonable and appropriate security measures in place to protect the personal information that you share with us from being accidentally lost, used, altered, disclosed, or accessed in an unauthorized manner.  From time to time, we review our security procedures to consider appropriate new technologies and methods. 

We use a secure server.  While our security measures seek to protect your personal information in our possession, no security system is perfect, and no data transmission over the Internet can be guaranteed to be 100% secure.  As a result, while we strive to protect your personal information, we cannot guarantee or warrant the security of any information you transmit to or from our Websites, through social media, or by email communications, and you do so at your own risk.  We cannot promise that your personal information will remain absolutely secure in all circumstances. 

The safety and security of your personal information also depends on you.  Where you use a password for access to restricted parts of our Websites, you are responsible for keeping the password confidential.  Do not share your password with anyone.  If a security breach causes an unauthorized intrusion into our Websites or systems that compromises your data, we will notify you and any applicable regulator when we are required to do so by applicable law. 



Please use the Contact Us details at the end of this Policy to exercise your rights and choices under this Policy.  If you would like to manage, change, limit, or delete your personal information or if you no longer want to receive any email, postal mail, or telephone contact from us or our affiliates in the future, such requests may be submitted via the Contact Us page details at the end of this Policy. 

  • Email Opt-Out. If you no longer wish to receive communications from us via email, you may opt-out by clicking the “unsubscribe” link available at the bottom of our communications or by contacting us at support@booksamillion.com and providing your full name, mailing address, phone number, and email address so that we may identify you in the opt-out process.
  • Updating Your Personal Information. If any of the personal information you have provided to us changes, please let us know.  For instance, if your email address changes, you may wish to cancel any request you have made of us; or, if you become aware of inaccurate personal information about you, you may use the “Contact Us” details provided at the end of this Policy to update your information.  You may also edit your account details if you have a user account through our Site.  We are not responsible for any losses arising from any inaccurate, inauthentic, deficient, or incomplete personal data that you provide to us. 
  • Cookies. As discussed above, you can set your browser to refuse all or some browser cookies, or to alert you when cookies are being sent.  If you disable or refuse cookies, please note that some parts of the Site may then be inaccessible or not function properly.



We do not currently recognize browser settings or signals of tracking preferences, which may include “Do Not Track” instructions.  “Do Not Track” is a web browser setting that seeks to disable the tracking of individual users’ browsing activities.  We adhere to the standards set out in this Policy and do not currently respond to “Do Not Track” signals on the Site or on third-party websites or online services where we may collect information. 



If you are a California resident, California law may provide you with additional rights regarding our use of your personal information.  To learn more about your California privacy rights, visit the CCPA Privacy Notice for California residents here:  California Privacy Policy

Under California Civil Code Section 1798.83, California residents who provide personal information in obtaining products or services for personal, family, or household use may be entitled to request and obtain from us once a calendar year information about the information we shared, if any, with other businesses for direct marketing uses.  At present, we do not share your personal information with third parties for those third parties’ direct marketing purposes.  Please be aware that not all information sharing is covered by the requirements and only information on covered sharing, if any, will be included in our response.  As part of the California Online Privacy Protection Act, all users of the Site may make any changes to their information at any time by contacting us at support@booksamillion.com



The Children’s Online Privacy Protection Act (“COPPA”), as well as other data privacy regulations, restrict the collection, use, or disclosure of personal information from and about children on the Internet.  Our Site and services are not directed to children aged 13 or younger, nor is information knowingly collected from children under the age of 13.  No one under the age of 13 may access, browse, or use the Site or provide any information to or on the Site.  If you are under 13 years of age, please do not use or provide any information on the Site (including, for example, your name, telephone number, email address, and username).  If we learn that we have collected or received personal information from a child under the age of 13 without a parent’s or legal guardian’s consent, we will take steps to stop collecting that information and delete it.  If you believe we might have any information from or about a child under the age of 13 without his/her parent’s consent, please contact us using the contact information provided below.

For more information about COPPA, please visit the Federal Trade Commission’s website at: https://www.ftc.gov/enforcement/rules/rulemaking-regulatory-reform-proceedings/childrens-online-privacy-protection-rule.



This Policy is applicable only The Company and the specific processing activities defined in this Policy.  It does not apply to any third-party websites. 

The Company’s Site may contain links to, and media and other content from, third-party websites.  These links are to external websites and third parties with which we have no relationship.  Because of the dynamic media capabilities of the Site, it may not be clear to you which links are to the Site and which are to external, third-party websites.  If you click on an embedded third-party link, you will be redirected away from the Site to the external third-party website.  You can check the URL to confirm that you have left the Site. 

We cannot and do not (i) guarantee the adequacy of the privacy and security practices employed by or the content and media provided by any third parties or their websites; (ii) control third parties’ independent collection or use of your personal information; or (iii) endorse any third-party information, products, services, or websites that may be reached through embedded links on the Site, social media, or email communications. 

Any personal information provided by you or automatically collected from you by a third-party will be governed by that third-party’s privacy policy and terms of use.  If you are unsure whether a website is controlled, affiliated, or managed by us, you should review the privacy policy and practices applicable to each linked website. 



We reserve the right, at any time and without notice, to add to, change, update, or modify this Policy to reflect any changes to the way in which we treat your personal information or in response to changes in law. Should this Policy change, we will post all changes we make to this Policy on this page.  If we make material changes to how we treat your personal information, we will also notify you through a notice on the home page of the Site for a reasonable period of time. Any such changes, updates, or modifications shall be effective immediately upon posting on the Site. The date on which this policy was last modified is identified at the beginning of this Policy.

You are expected to, and you acknowledge and agree that it is your responsibility to, carefully review this Policy prior to using the Site, engaging with us on social media, or communicating with us, from time to time, so that you are aware of any changes.  Your continued use of the Site, engaging with us on social media, or communicating with us in any format after the “Last Updated” date will constitute your acceptance of and agreement to such changes and to our collection and sharing of your personal information according to the terms of the then-current Policy. 



For more information, or if you have any questions regarding this Privacy Policy or wish to exercise your rights, you may contact us using the information below, and we will do our best to assist you.  Please note, if your communication is sensitive, you may wish to contact us by postal mail or telephone.           

In Writing:

Attn: Books-A-Million Customer Service

402 Industrial Lane

Birmingham, AL 35211

By Telephone: (800) 201-3550
By Email: support@booksamillion.com


Was this article helpful?
142 out of 414 found this helpful



Article is closed for comments.