Amazon Brand Guidelines 2026: Colors, Logo, Fonts & Usage Rules

Amazon brand guidelines define how sellers, advertisers, developers, and agencies may use Amazon names, logos, colors, CTAs, and brand assets. For most third-party ads that promote products available on Amazon, sellers should use approved Amazon references, approved text CTAs, or the official “Available at Amazon” logo. Use only approved assets, do not recreate Amazon branding or interface elements, and follow the specific guidelines for Amazon retail, AWS, Alexa, Prime, and other sub-brands. 

The main rule is simple: use Amazon branding only in approved ways and rely on official Amazon sources for logos, colors, CTAs, and asset usage.

For Amazon sellers, this is not just a design issue. It is a compliance issue.

If your creative uses the wrong logo, copies Amazon UI, misuses Amazon colors, or makes unsupported claims, the ad may be rejected or delayed.

Amazon Brand Colors: Hex Codes and Usage Rules

Amazon uses different color systems across its corporate identity, advertising guidance, products, and sub-brands. The colors below should not be treated as a single universal palette for all Amazon-related uses.

The global corporate palette includes Amazon Orange, Squid Ink, and White. Older Amazon display-ad guidance also identifies Black and Amazon Blue for specific advertising contexts. AWS, Alexa, Prime, and other Amazon brands maintain separate systems.

Use these values as a reference only. Do not use Amazon colors to imitate Amazon navigation, buttons, product pages, checkout elements, recommendation modules, badges, or other interface components.

Primary global palette 

Use Amazon colors carefully and only when the guideline allows it. 

Note: These global palette values appear in Amazon’s global brand color guidance, a brand PDF dated 2017. Because it is not a newly issued 2026 document, verify the values and permitted applications against Amazon’s current design or advertising portal before publication or production use. 

Amazon Logo Usage Guidelines

Amazon logo usage guidelines explain when Amazon logos, brand marks, and related assets can appear in third-party marketing. In most seller and advertiser use cases, avoid using the Amazon logo directly unless Amazon has approved it.

The Amazon logo and Smile mark are protected brand assets. Sellers should not download random logo files from the internet, recreate the logo, or place it in ads without first checking the rules.

Available at Amazon Logo

The “Available at Amazon” logo is the preferred asset for eligible offsite ads promoting products sold on Amazon, per Amazon’s brand-usage guidance. Use the official White or Squid Ink version without altering its color, proportions, wording, or effects. Follow Amazon’s size, placement, destination, and localization rules, and use approved text when space is limited. 

Use this logo when the campaign sends shoppers to Amazon or shows product availability on Amazon.

Amazon Logo and Smile Mark

The Amazon logo and Smile Mark should not be used casually in seller ads, landing pages, emails, banners, or influencer assets. These marks can suggest Amazon endorsement if used incorrectly.

That is why sellers should use the “Available at Amazon” logo or approved text references instead of placing the Amazon logo inside the ad creative.

Clear Space and Minimum Size

Different Amazon assets have different size and spacing requirements. Do not apply the dimensions for the “Available at Amazon” lockup to the corporate Amazon logo or Smile mark.

For the official “Available at Amazon” lockups, use the following minimum sizes:

The corporate Amazon logo has separate clear-space and minimum-size rules. Use it only when Amazon has approved the specific application, and follow the specifications supplied with the approved asset package.

For every approved logo:

• Preserve the original proportions.
• Maintain the required clear space.
• Do not stretch, crop, recolor, rotate, outline, or add shadows.
• Do not separate or reposition the Smile.
• Do not alter the logo artwork on a background that reduces legibility.
• Do not use an outdated or independently downloaded asset.

A simple creative rule: if the Amazon brand asset looks modified, it is probably wrong.

What Font Does Amazon Use?

Amazon’s principal brand typeface is Amazon Ember. Amazon Ember is used for body copy, supporting information, and smaller text, while Amazon Ember Display is designed for larger headlines and display applications.

Sellers should not assume that access to a typeface permits them to recreate Amazon-owned layouts, buttons, advertisements, packaging, or interface elements. Amazon typography should be used only in an approved Amazon or co-branded application.

The better answer is that Amazon uses different typography systems depending on the context.

Some older Amazon display-ad documentation specifies Frutiger 57 Condensed and Frutiger 67 Condensed for particular Amazon text-link CTAs. That guidance comes from a dated, narrowly scoped advertising document and should not be interpreted as Amazon’s general current typography system.

For ordinary seller-created ads, use your own brand typography. Use an Amazon typeface only when the official asset, template, agreement, or advertising specification expressly requires it.

Do not attempt to recreate the Amazon wordmark using Amazon Ember, Frutiger, or another commercial font. The Amazon wordmark is a protected graphic asset, not typed text.

Amazon Tagline and Brand Voice

Amazon’s global brand guidance uses the brand line:

“We enable the triumph of the everyday hero.”

The idea positions Amazon as a service that helps customers complete everyday tasks, solve problems, and achieve practical goals. It is not a promotional slogan that sellers should automatically place in advertisements or listing content.

Amazon’s documented voice traits include:

Sellers do not need to imitate Amazon’s brand voice in their own creative. Their advertising should primarily reflect their own brand identity. However, Amazon-related references should remain clear, factual, helpful, and free from language that implies unapproved Amazon endorsement.

Do not use Amazon’s internal brand line as though it were your company’s slogan, and do not suggest that your product or campaign represents Amazon’s official corporate voice.

Amazon CTA and Button Rules for Ads

Amazon CTA rules explain how sellers can guide shoppers without copying Amazon’s branded buttons or making the ad look like Amazon-owned creative.

Use approved text CTAs and avoid Amazon-style branded buttons unless the ad format specifically allows them.

Amazon should be written in title case. Do not write it as AMAZON, amazon, or in a stylized way that breaks brand rules.

Also avoid making CTA buttons look like Amazon-owned checkout buttons. The CTA should be clear, accurate, and compliant.

Amazon Brand Phrases and Trademarked Terms

Amazon brand phrases and trademarked terms should be used carefully, as many Amazon features, programs, and product names are proprietary.

Sellers should not use these terms in a way that implies Amazon endorsement, special access, or unauthorized program participation.

Amazon-proprietary terms connected to specific Amazon features, programs, or functionality require careful review. When a term identifies or implies access to an Amazon-operated feature, use it only as permitted by the applicable Amazon policy, agreement, or approved asset package.

Do not use proprietary program names to imply that a product, seller, campaign, or promotion has received Amazon approval or special placement when that is not true.

Program names, phrases, badges, and logos are not interchangeable. A phrase may be permissible in factual copy while the corresponding badge or logo remains restricted. Check the rules for the specific asset rather than assuming that accurate text use permits graphic reproduction. 

AWS Brand Guidelines: Colors, Logo, and Asset Use 

AWS maintains a separate visual identity from Amazon’s retail marketplace brand. AWS guidance applies to cloud-service references, AWS Partner materials, technical events, architecture content, approved co-marketing, and enterprise communications.

Do not use the retail Amazon logo, “Available at Amazon” lockup, retail advertising CTAs, or Amazon marketplace palette to represent an AWS relationship.

AWS color guidance 

AWS uses its own approved color system. The correct values and permitted combinations may depend on the campaign, partner designation, event, template, or portal access. Because the public AWS design portal may require authorization, do not rely on unofficial third-party color-code lists for production work.

Insert copy-ready AWS hex and RGB values only after they have been verified in the current official AWS portal or an approved campaign template.

AWS logo rules

When using an approved AWS logo or partner mark:

• Use the official file supplied through AWS.
• Preserve its proportions, colors, clear space, and minimum size.
• Do not separate the AWS lettering from the Smile.
• Do not place the logo in an unapproved badge, container, or shape.
• Do not combine the AWS logo with the Amazon retail wordmark.
• Do not imply AWS partnership, certification, sponsorship, or endorsement without authorization.
• Use AWS Partner Network or program badges only when the organization holds the corresponding status.
• Follow the supplied localization, background, event, and co-branding requirements.

A SaaS company mentioning AWS in a cloud partnership campaign should use AWS brand guidance. A seller promoting a product available on Amazon should follow Amazon Ads or Amazon brand usage guidance.

Amazon Prime Brand Guidelines 

Amazon Prime has separate logos, program marks, messaging, and campaign requirements. Do not create a Prime badge, recolor or redraw the Prime logo, or use Prime branding to imply that a product, offer, seller, or campaign is Prime-eligible unless that status is accurate and the application is permitted.

Amazon’s press center provides downloadable Prime assets, but availability for download does not grant unrestricted permission to use them in advertising, packaging, influencer content, email, listings, or sales collateral. Confirm the permitted channel, marketplace, asset version, and approval requirements before use. Amazon’s press center currently provides Prime logo files among its downloadable assets.

Before using Prime branding, confirm:

• The product or program is genuinely eligible.
• The correct marketplace and localized asset are being used.
• The intended advertising or editorial use is permitted.
• The asset is not modified.
• The creative does not imply broader Amazon endorsement.
• Any required Amazon review has been completed.

Alexa and Developer Brand Guidelines

Alexa has its own brand guidelines for developers, device makers, skill creators, and partners. These rules cover Alexa badges, logos, colors, product placement, messaging, and review requirements.

Use Alexa-specific guidance when a campaign involves Alexa-enabled devices, Alexa skills, integrations, or developer marketing.

Alexa guidance matters when creative suggests voice assistant compatibility or Alexa support.

Do not create your own Alexa badge, recolor the Alexa logo, or imply Alexa compatibility without following the correct developer rules.

Where to Download Official Amazon Logos and Brand Assets

Download Amazon logos and brand assets only from official Amazon sources. Do not use logo files from Google Images, third-party icon sites, random PNG libraries, or copied creative examples.

Official sources reduce the risk of using outdated, altered, or unauthorized assets.

A logo being downloadable does not always mean it can be used in every ad, landing page, email, or sales deck. Asset use depends on context.

When in doubt, link to Amazon using approved wording instead of placing Amazon brand marks in creative.

Amazon Brand Guidelines for PPC and Off-Amazon Ads

Amazon brand guidelines matter in PPC and off-Amazon ads because sellers often mention Amazon in Google Ads, Meta Ads, influencer campaigns, affiliate content, email, and DSP creative.

The goal is to tell shoppers where the product is available without making the creative look like official Amazon advertising.

For PPC teams, the biggest risks are usually:

• Using the Amazon logo without approval
• Creating Amazon-style buttons
• Writing Amazon incorrectly
• Using Amazon colors to imitate Amazon UI
• Making claims Amazon has not approved
• Using Amazon program names inaccurately
• Copying Amazon badges, icons, ratings modules, navigation, or checkout elements
• Sending shoppers to the wrong destination

A compliant ad should make the relationship clear. It can say the product is available on Amazon, but it should not suggest Amazon created, endorsed, sponsored, or approved the ad unless that is true.

Sellers comparing top Amazon ads management agencies should look for partners that understand Amazon brand usage, PPC compliance, creative review, listing optimization, and marketplace performance together.

Amazon Brand Usage Compliance Checklist

Before launching Amazon-related creative, check whether every brand reference is accurate, approved, and compliant.

Use this checklist before publishing ads, landing pages, emails, influencer content, banners, or affiliate assets.

Start with the destination. If the creative links to Amazon, check whether the link, CTA, and logo treatment follow Amazon’s rules.

Then review the visual design. Make sure the ad does not look like Amazon-owned UI and does not overuse Amazon colors, icons, or button styles.

Finally, review the claims. Do not imply Amazon endorsement, special placement, exclusive approval, or deal participation unless the claim is accurate.

When Should Brands Get Expert Help?

Brands should get expert help when Amazon brand usage, ad compliance, PPC creative, and marketplace growth start to overlap.

This is common when brands run off-Amazon traffic to Amazon or manage multi-channel retail campaigns.

You may need support if:

• Ads are being rejected for creative or brand usage issues
• Your team is unsure which Amazon logo asset to use
• You run Google, Meta, TikTok, DSP, or influencer campaigns to Amazon
• You need consistent creative across Amazon and off-Amazon channels
• Your product listings and ads do not match the same brand standards
• Your team needs help connecting compliance with performance

Amazon brand guidelines are not only about avoiding mistakes. They also help brands create clearer, more trustworthy creative.

Conclusion: Use Amazon Branding Carefully and Correctly

Amazon retail, AWS, Alexa, Prime, press, developer, and advertising assets do not share one universal set of usage rules. The correct logo, color, font, CTA, badge, or phrase depends on the marketplace, channel, destination, program, and relationship with Amazon.

Start with the official source for the specific asset, use the supplied file without modification, and confirm whether approval is required before publication. This reduces avoidable rejections while keeping the relationship between Amazon, the advertiser, and the promoted product clear.

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Amazon Brand Guidelines FAQ

What are Amazon brand guidelines?

Amazon brand guidelines explain how Amazon names, logos, colors, CTAs, brand phrases, trademarks, and assets can be used in marketing, advertising, developer materials, media, and seller creative.

They help sellers and advertisers avoid misuse of Amazon branding.

Can sellers use the Amazon logo?

Usually not without approval. Sellers should avoid using the Amazon logo directly in third-party ads or marketing unless Amazon has approved that use.

For most seller ads that promote availability on Amazon, the safer option is the “Available at Amazon” logo.

What is the “Available at Amazon” logo?

The “Available at Amazon” logo is an Amazon-approved asset that shows a product is available on Amazon.

It is commonly used in third-party ads, product campaigns, and off-Amazon creative that sends shoppers to Amazon.

What are Amazon brand colors?

Amazon’s documented global corporate palette includes Amazon Orange #FF9900, Squid Ink #333E48, and White #FFFFFF. Black and Amazon Blue appear in older, context-specific advertising guidance and should not be presented as the universal current corporate palette.

What is the Amazon Orange hex code?

Amazon Orange is #FF9900, with an RGB value of 255, 153, 0. It is used prominently in Amazon’s Smile and corporate visual identity. Do not use the color to recreate Amazon buttons, badges, navigation, ratings modules, checkout elements, or other Amazon-owned interface components.

What are the AWS brand colors?

AWS uses a separate visual system from Amazon’s retail brand. Retrieve current AWS color values and approved combinations from the official AWS design portal or an authorized campaign or partner template. Do not rely on unofficial color-code lists or apply Amazon retail colors to AWS materials.

What font does Amazon use?

Amazon’s principal corporate typeface is Amazon Ember, while Amazon Ember Display is used for larger display and headline applications. Frutiger appears only in older guidance for certain text-link CTA treatments and should not be described as Amazon’s general current font.

Can I use Amazon branded buttons in my ads?

Usually no. Sellers should not create Amazon-style branded buttons or imitate Amazon UI in standard ads.

Use approved text CTAs such as “Shop now at Amazon.com,” “Learn more,” “See details,” or “Pre-order now” when appropriate.

Are AWS brand guidelines the same as Amazon brand guidelines?

No. AWS brand guidelines apply to Amazon Web Services assets, partner materials, cloud messaging, and technical marketing.

Amazon brand guidelines apply to Amazon retail, marketplace, advertising, and Amazon.com-related references.

Are Alexa brand guidelines separate?

Yes. Alexa has separate brand guidelines for developers, skills, badges, product integrations, and Alexa-enabled device marketing.

Use Alexa-specific guidance when the campaign involves Alexa compatibility or Alexa brand assets.

Where can I download official Amazon logos?

Use official Amazon sources such as the About Amazon Press Center, Amazon Ads brand usage page, AWS brand portal, or Alexa Developer guidelines.

Do not use random logo files from Google Images or third-party icon websites.

Can I use Amazon colors in my own ads?

You can reference Amazon colors only when the use is allowed and does not imitate Amazon-owned design.

Do not use Amazon colors to make your ad look like Amazon’s website, checkout, or official creative.

Do Amazon brand guidelines apply to PPC ads?

Yes. Amazon brand usage matters in PPC ads, display ads, Google Ads, Meta Ads, influencer content, email campaigns, affiliate placements, and Amazon DSP creative.

If the ad references Amazon or sends shoppers to Amazon, the creative should follow the relevant Amazon brand usage rules.

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.

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