Running PPC campaigns on Amazon?
Youโll need more than just a great ad strategyโyou must follow Amazonโs brand usage rules to the letter.
These guidelines impact everything from how you use brand names to what claims you can make in your ads.
Our quick guide breaks down the essentials, so you can stay compliant, avoid ad rejections, and make every dollar in your ad budget count.
Read on!
What are Amazon's Core Brand Elements
Amazon's brand is more than just a nameโit's a global symbol of trust, convenience, and customer-first innovation.
Over the years, Amazon has cultivated a strong and consistent brand identity that reflects its foundational principles: customer obsession, operational excellence, innovation, and long-term thinking.
These values are embedded in every visual and verbal element of its branding.
Letโs break down the core elements that make Amazonโs brand instantly recognizable and universally trusted:
1. Logo
The Amazon logo is among the most iconic in the world. The arrow that stretches from โAโ to โZโ is a subtle yet powerful representation of Amazon's commitment to offering everything a customer might needโfrom A to Z.
The arrow also resembles a smile, symbolizing the brand's focus on customer satisfaction and delight.
Importantly, the logo must always be used in its original formatโunaltered in color, proportions, or orientationโto ensure brand consistency across all platforms.
2. Color Palette
Amazonโs primary colorsโblack and Amazon Orange (Pantone 1375C)โcreate a clean, professional, and energetic brand appearance.
Black communicates authority and simplicity, while Amazon Orange adds warmth and friendliness, reinforcing the approachable side of the brand.
These colors are used consistently across digital interfaces, packaging, advertisements, and marketing materials, reinforcing visual recognition at every customer touchpoint.
3. Typography
Typography plays a critical role in Amazonโs communication strategy. The company uses two primary fonts:
- Amazon Ember: A custom-designed sans-serif font used in user interfaces, advertising, and branded materials. Itโs modern, legible, and clean, mirroring Amazonโs usability-focused approach.
- Bookerly: A serif font optimized for digital reading, particularly on Kindle devices. Itโs elegant and reader-friendly, chosen to enhance customer experience with long-form content.
These fonts help ensure clarity, consistency, and professionalism across all of Amazonโs written content.
4. Tone of Voice
Amazonโs brand tone is a direct extension of its customer-obsessed culture. The tone is:
- Clear and concise: Avoids jargon and delivers information in a straightforward manner.
- Helpful and informative: Prioritizes customer understanding and adds value through content.
- Trustworthy and transparent: Maintains a professional tone that builds credibility and confidence.
- Approachable yet authoritative: Balances friendliness with expertise to engage customers without overwhelming them.
This voice is carried across all Amazon communicationsโfrom product listings to customer support to advertising campaigns.
Analyzing Amazon's Brand Usage Policy
Amazonโs brand commands significant trust and recognition globally, and as such, it is protected by a comprehensive set of brand usage policies.
These guidelines govern how Amazonโs intellectual propertyโincluding its name, logos, trademarks, product branding, and promotional elementsโmay and may not be used by third parties.
The primary aim is to preserve brand integrity, prevent misuse, and ensure a consistent customer experience across all channels.
Understanding and adhering to these rules is essential for sellers, advertisers, partners, and developers who engage with the Amazon brand.
1. No Modification of Brand Assets
Amazon strictly prohibits any form of alteration to its brand assets. This includes:
- Changing the color of the Amazon logo
- Resizing in a disproportionate way
- Adding shadows, effects, or overlays
- Altering the placement of the โsmileโ in the logo
Only official, unaltered versions of Amazon's assetsโprovided through Amazon's brand portal or communication channelsโshould be used. Even minor visual distortions can lead to non-compliance.
2. Prohibited Associations and Misleading Representation
Third parties must avoid any language or design that could mislead customers into believing that:
- They are directly affiliated with or endorsed by Amazon
- Their products or services are officially sponsored or guaranteed by Amazon
- Their campaigns are part of an Amazon initiative (unless formally approved)
This applies to marketing materials, product listings, packaging, social media posts, and any external communication.
Using phrases like โAmazon Approved,โ โOfficial Amazon Partner,โ or presenting Amazon logos next to a non-affiliated business logo without permission is strictly against policy.
3. Approval Requirements for Trademark Usage
Amazonโs trademarksโincluding โAmazon,โ โPrime,โ โAlexa,โ โKindle,โ and AWS brand termsโmay not be used in:
- Company names
- Product or service names
- Domain names (e.g., amazonconsulting.net)
- App names or metadata
- Marketing slogans
To use any of these terms legally and compliantly, companies must obtain written approval from Amazon. This ensures Amazon retains control over how its identity is presented and prevents confusion among customers.
4. Marketplace-Specific Rules
Amazonโs brand usage policies extend into its various marketplaces, such as Amazon.com, Amazon.in, Amazon.co.uk, and others. Each marketplace may have specific rules regarding:
- Product listings and descriptions
- Packaging guidelines (especially for FBA sellers)
- Advertising formats and banner placements
- Return and refund policy communication
Sellers must regularly consult the Seller Central resources and Brand Registry guidelines to stay updated on marketplace-specific requirements.
5. Consequences of Non-Compliance
Violating Amazon's brand usage policy can have serious consequences. These may include:
- Immediate removal of non-compliant content or listings
- Suspension or termination of seller or advertising accounts
- Revocation of access to Amazon marketing services or programs (like Brand Registry)
- Legal action for misuse of intellectual property or breach of contractual terms
Amazon enforces these policies rigorously to maintain customer trust and brand consistency.
Guidelines for Amazon Advertising
Amazonโs advertising ecosystem offers powerful tools for brands to reach millions of customers across the shopping journey.
From Sponsored Products to Display Ads and Amazon DSP, each ad format contributes to a unified brand experience that aligns with Amazonโs customer-centric philosophy.
However, advertisers must strictly follow Amazon Advertisingโs brand usage guidelines to ensure regulatory compliance, maintain customer trust, and protect Amazonโs brand equity.
Non-compliance can result in ad disapprovals, reduced campaign visibility, and in severe cases, suspension from Amazon Ads platforms.
1. Ad Creative Standards
Amazon enforces a high standard of quality and accuracy in advertising creatives. The content of ads must be:
- Truthful and accurate: No exaggerated or misleading claims (e.g., โbest product everโ without substantiation).
- Relevant to the product: Ads must be consistent with the product being advertised, with no bait-and-switch content.
- Professional in appearance: Poor grammar, pixelated images, or unclear CTAs are prohibited.
- Compliant with regional and legal guidelines: Certain claims, symbols, or health-related content may be restricted depending on the locale.
Amazon also prohibits:
- Use of โfreeโ if the product has any associated fees
- Urgency phrases like โBuy Now!โ in some ad types
- Content that targets sensitive topics or uses fear-based messaging
For more information on the restricted words on Amazon, read our comprehensive guide for sellers!
2. Logo Use in Ads
The Amazon logo or any of its proprietary brand marks (like the Prime badge) can only be used under strict conditions:
- Authorization required: Only advertisers who have received Amazonโs written permission can include the logo in their ad creatives.
- Correct placement and proportions: Logos must not be distorted, recolored, or combined with other brand marks.
- Consistent branding: Logos should maintain clear space, legibility, and be used in approved formats only.
Any misuse of the Amazon brand may result in immediate rejection of the creative.
3. Claims and Endorsements
Advertisers must never imply endorsement, partnership, or sponsorship by Amazon unless explicitly approved. This means:
- Avoid using phrases like โAmazon approved,โ โendorsed by Amazon,โ or โofficial Amazon product.โ
- Do not suggest that Amazon has reviewed or guaranteed product quality unless backed by verified Amazon programs (e.g., Amazonโs Choice or Climate Pledge Friendly).
- If customer reviews or ratings are shown, they must be accurate, up-to-date, and not misleading.
Misrepresenting a relationship with Amazon can lead to campaign rejection and potentially legal consequences.
Read our expert guide on the prohibited words on Amazon!
4. Ad Formats and Specifications
Amazon offers multiple advertising solutions, each with its own technical and creative specifications:
- Sponsored Products: Focuses on keyword targeting; no custom creativeโcontent is pulled from the product listing.
- Sponsored Brands: Allows custom headlines, logos, and product selections. Creative must be relevant, brand-safe, and compliant with Amazonโs design standards.
- Sponsored Display: Can be used for remarketing or audience-based targeting. Requires clean, distraction-free imagery and a clear call to action.
- Amazon DSP (Demand Side Platform): Used for programmatic display, video, and audio ads both on and off Amazon. DSP creatives must meet industry standards and pass Amazon's review process.
Each ad format has individual style guides, image dimensions, copy length limits, and performance best practices, which are updated frequently.
Why These Guidelines Matter
Complying with Amazon's advertising guidelines is essential for:
- Campaign Approval: Ads that donโt meet policy will not be approved or may be suspended mid-flight.
- Brand Trust: Aligning with Amazonโs standards helps advertisers benefit from the trust customers place in the platform.
- Customer Experience: A consistent, high-quality ad experience ensures higher engagement, CTR, and ROI.
For businesses serious about performance and brand alignment, strict adherence to these policies is not optionalโitโs foundational.
Amazon Web Services (AWS) Brand Guidelines
Amazon Web Services (AWS), while under the broader Amazon umbrella, maintains a distinct brand identity. Organizations building on or integrating with AWS must follow its unique brand usage guidelines.
Some of the key AWS branding rules include:
- Use of AWS Logo: Partners may use the AWS Partner Network (APN) badges, but only in accordance with the APN guidelines.
- Naming Restrictions: You cannot use โAWSโ in domain names, product names, or service names.
- Attribution: Any mention of AWS services must include accurate references and avoid confusion over product ownership.
- No Co-Branding: AWS branding cannot be combined with third-party logos or marks without permission.
Violating these rules can lead to revocation of partnership privileges or legal consequences.
Navigating the "Buy with Prime" Brand Guidelines
โBuy with Primeโ is a feature that allows merchants to offer Prime delivery benefits on their own websites. Amazon has developed specific brand guidelines for those using this feature.
The primary considerations include:
- Brand Representation: The "Buy with Prime" badge must be used as provided, without modification or distortion.
- Messaging Accuracy: Sellers must clearly communicate what โBuy with Primeโ offers without misleading customers.
- Placement Rules: The badge should be used on product detail pages and checkout pages in a way that aligns with Amazonโs UI/UX standards.
- Marketing Collateral: Any off-site promotion (social media, email, etc.) that uses the "Buy with Prime" logo must receive prior Amazon approval.
Correct usage ensures that customers trust the Buy with Prime program and recognize its benefits, no matter the sales channel.
Practical Tips for Compliance
Ensuring compliance with Amazonโs brand usage guidelines requires careful attention to detail. Here are some actionable tips:
- Review the Brand Guidelines Regularly: Amazon frequently updates its policies. Stay informed by checking the official brand usage pages.
- Use Approved Assets: Always use logos and badges provided directly by Amazon through official channels.
- Avoid Assumptions: When in doubt, seek clarification or approval from Amazon before using their brand elements.
- Audit Your Campaigns: Regularly review your PPC ads, landing pages, and marketing materials for adherence.
- Train Your Team: Ensure that everyone involved in advertising, marketing, and product listings is aware of Amazonโs brand requirements.
- Keep Documentation: Maintain records of approvals or communications with Amazon for future reference.
By following these guidelines and practical tips, businesses can build trust, avoid compliance issues, and create high-quality, Amazon-aligned marketing campaigns.
Final Thoughts: Play It Smart with Amazonโs Brand Rules
Understanding and applying Amazonโs brand usage guidelines isn't just about complianceโitโs a critical step in protecting your brand and getting the most out of your PPC campaigns.
If you're ready to level up, SalesDuo has your back.
As a full-service Amazon agency powered by 85% ex-Amazon insiders and our proprietary BI dashboard, we bring unmatched platform expertise and strategic insight to every client partnership.
Hereโs what you get with us:
- End-to-end supportโfrom catalog setup to inventory management
- High-impact PPC campaign management and ad optimization
- Real-time performance tracking through our proprietary BI dashboard
- Full compliance with Amazonโs evolving ad policies
- Creative, data-driven strategies that drive ROI
Let our experts help you grow smarter, not harder.
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About the Author
Meet Arjun Narayan, a Business Dynamo with two decades of conquering boardrooms and founding two companies that didn't just survive but thrived. When he's not navigating business strategies and delivery teams, you'll find him immersed in his love for cars and exploring new models, geeking out over tech trends, globe-trotting for new adventures, and occasionally pondering the mysteries of the universe over a good cup of coffee.
