https://advertising.amazon.com/resources/ad-policy/pixeling-...

A 'pixel' is an unobtrusive (as in, not seen by the user like a banner ad is seen) asset* served on a web page that can cause the user's user agent to make an affirmative web request from you, a third party, so you know someone was at the site serving your pixel.

Typically used for:

- tracking in general, as well as more specifically:

- retargeting

- conversion

* Note: Doesn't have to be a literal pixel, but a literal transparent pixel is least likely to get blocked. Serve your pixels from the end of a parameterized path (/some/param/or/other/pixel.gif) and it's not seen as query string tracking either.