AlphaMax Product Privacy Notice

Our privacy notice explains how we manage your personal information when you are an AlphaMax customer. If you are in the USA, this notice also serves as our Privacy Policy as required by certain state privacy laws.

We have intentionally kept this notice concise and easy to understand, ensuring accessibility. While we know not everyone will read it in detail, those who do will find the information they have a legal right to know. Privacy laws in the UK, EU, and US can be complex, and while we’ve included the key points, rest assured that we take your data security seriously. If you’d like to learn more about our security controls, we’d be happy to share details—just not in this document.

For more information about our privacy and security measures regarding customer data (where we act as your data processor, not as a data controller), please visit your product dashboard.

1. Who we are

AlphaMax is the trading name for our eCommerce platforms, products, and website. Our platform is operated by DOWNTON TECH LIMITED Company number 16249160, a UK-based company. Our registered office is at Venture House, 2 Arlington Square, Bracknell, Berkshire RG12 1WA, United Kingdom, and our UK company registration number is 16249160.

We comply with data protection laws in the EU, UK, and USA regarding the handling and collection of personal data.

We are registered as a data controller with the UK Information Commissioner’s Office (ICO) under registration number xxxxxxx.

2. Categories of data we collect & lawful basis

When you are an AlphaMax customer, we collect the following information:

• Identity and Contact Data: Your and your employees’ names, job titles, email addresses, business details, phone numbers, invoicing information, and banking details. (Lawful Basis: Contract)

• Transaction Data: Details of payments and purchases of our products/services. (Lawful Basis: Contract)

• Profile Data: Usernames and passwords. (Lawful Basis: Contract)

• Technical Data: Customer IP addresses and login locations. (Lawful Basis: Legitimate Interest)

• Marketing Data: Business contact details for promotional purposes. (Lawful Basis: Legitimate Interest)

We collect this data to ensure our platform operates securely and efficiently, monitor technical performance, and inform you about updates and relevant services that may benefit your business.

3. Purpose for data collection

We collect your data to:

• Provide you and your business with AlphaMax products and services.

• Maintain platform security, monitor performance, and improve services.

• Share marketing materials about relevant AlphaMax products and services (you can unsubscribe anytime via the email links or by contacting marketing@alpha-max.co.uk).

4. Who we share data with

In certain cases, we may need to share your data with third-party service providers, including:

• Customer relationship management platform providers

• Website hosting and support services

• User experience and chatbot providers

• Telephony and IT service providers

• Legal, banking, auditing, and insurance professionals in the USA, and UK.

• Marketing and PR agencies

We may also share data within our group of companies for technical support, quality assurance, customer development, and product improvements. If our business undergoes a sale, merger, or restructuring, data may be transferred accordingly, and we will notify you as required by law.

5. Data transfers outside the UK and EU

When transferring UK/EU residents’ personal data outside these regions, we ensure protection through:

• Transfers only to countries deemed by the European Commission to have adequate data protection laws.

• Standard contract clauses or Binding Corporate Rules, along with additional safeguards when necessary.

For details on our data transfer mechanisms, contact us.

6. Data retention

We retain personal data only as long as necessary for legal, accounting, or operational purposes. Typically, customer data is kept for six years post-contract termination to comply with financial regulations.

If you opt out of marketing communications, your data will be removed from our mailing lists but added to a “do not contact” record. In some cases, anonymized data may be retained indefinitely for research and statistical purposes.

7. Your data rights

UK & EU residents

You have the right to:

• Be informed about how we collect and use your data.

• Access your personal data.

• Request corrections to inaccurate data.

• Request data deletion (under certain conditions).

• Object to data processing based on legitimate interests.

• Restrict processing under certain circumstances.

To exercise these rights, contact our Data Protection Officer at dpo@alpha-max.co.uk.

US residents

Your rights vary by state. If you live in California, Colorado, Connecticut, Iowa, Utah, or Virginia, you may have the right to:

• Access details about the personal information we have collected.

• Request deletion of your data (with some exceptions).

• Request correction of inaccurate data.

• Opt out of targeted advertising and data sales (we do not sell personal data).

• Receive fair treatment regardless of exercising these rights (California only).

To make a request, email dpo@alpha-max.co.uk or write to Data Protection Officer, Ventura House 2 Arlington Square, Downshire Way, Bracknell, Berkshire, England, RG12 1WA.

Upcoming privacy laws in Texas, Florida, Oregon, Montana, Tennessee, and Indiana may grant additional rights.

8. Cookies & Third-Party Websites

We use cookies to improve your experience, analyze performance, and deliver relevant content. Non-essential cookies are only stored with your consent.

Our platform may contain links to third-party sites. Clicking on these links may allow external parties to collect your data. We are not responsible for their privacy policies.

9. Questions & complaints

For any privacy concerns, contact our Data Protection Officer at dpo@alpha-max.co.uk.

UK residents may also file a complaint with the Information Commissioner’s Office (ICO) at https://ico.org.uk/make-a-complaint/.
EU residents may contact the Estonian Data Protection Inspectorate at https://www.aki.ee/en.

We encourage you to contact us first so we can resolve any concerns directly.

10. AlphaMax as a ‘Data Processor’

AlphaMax provides automated inventory and order management, shipping, warehouse management, and stock forecasting solutions to businesses.

As a data processor (or a service provider/contractor in California), we handle customer data on behalf of our clients, including:

• Customer names, emails, phone numbers, addresses, usernames, transaction histories, and order notes.

Most privacy laws require businesses to have a Data Processing Agreement (DPA) in place with service providers. If you need a DPA for your AlphaMax services or have any questions, contact data.processing@alpha-max.co.uk.

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