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(Brand guidelines) // Retail

Amazon brand
guidelines

Amazon’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from aboutamazon.com.

Download the Brand Skill

About Amazon

Amazon is a global company serving customers through online stores, cloud computing, devices, entertainment, healthcare, and logistics. Its identity is shaped by customer obsession, invention, high standards, and a long-term view; its central ambition is to make customers’ lives better and easier every day.

Use Amazon's wordmark and smile together as the primary identity. Keep the smile aligned with the lettering and preserve the original artwork. The white wordmark needs a dark background.

Amazon News is an editorial identity. Use it only for Amazon News communications, rather than as the main Amazon logo.

Amazon colors

  • Amazon Orange

    HEX
    RGB

  • Gray

    HEX
    RGB

  • Deep blue-gray

    HEX
    RGB

  • Light gray

    HEX
    RGB

  • White

    HEX
    RGB

  • Near-black

    HEX
    RGB

Amazon fonts

  • Amazon Ember Modern Display

    Headings · 400, Body · 400

  • Amazon Ember

    Supporting headings and interface · 400

Font names only. The Brand Skill download doesn’t include font files.

Amazon’s voice

Amazon’s voice is customer-focused, candid, practical, and forward-looking. Explain what a product, service, or initiative does for customers; connect claims to concrete benefits or actions. Pair optimism about possibility with direct acknowledgment of challenges and continued work. The Leadership Principles reinforce curiosity, ownership, high standards, and accountability.

  • “Leaders start with the customer and work backwards”
  • “We are focused on delivering a constellation of devices, services, and experiences that empower our customers to stay connected, safe, informed, productive, educated, and entertained”
  • “We’re using our scale and capabilities to make a positive impact in communities”
  • “We don’t always get everything right, and we learn and iterate like crazy”

Dos and don’ts

Do

  • Start with the customer need and work back to the message or experience.
  • Make benefits clear and specific; explain how an idea improves a customer experience.
  • Write candidly, use concrete details, and acknowledge learning and iteration where relevant.
  • Use invention and long-term thinking to make complex ideas understandable and useful.
  • Keep the Amazon identity and the customer benefit at the center of company communications.

Don’t

  • Put technology ahead of the customer problem it is meant to solve.
  • Settle for vague claims when a concrete customer benefit can be stated.
  • Treat a bold idea as proven before testing, learning, and improving it.
  • Use inflated certainty that conflicts with Amazon’s candid, iterative voice.

Amazon imagery

188 images from aboutamazon.com, in one file of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Imagery

188 images

Use Amazon’s own identity artwork, product imagery, editorial photography, and product-interface imagery as source material for future creative work. The following image library spans company, product, operations, community, sustainability, and technology stories.

  • A white Amazon smile logo is centered against a solid, vibrant orange background.
  • A bald, smiling man in a green shirt helps two young girls unpack several Amazon delivery packages in a bright kitchen.
  • A square photo collage featuring four distinct scenes: a glowing neon 'aws' logo at a crowded tech event, a smiling warehouse worker in a neon yellow safety…
  • A vertical collage features three distinct scenes related to technology and operations.
  • A smiling young South Asian man stands in front of a dark gray delivery van, holding a cardboard box branded with the black smile logo and a blue "prime" tape.
  • A close-up photograph shows two hands holding a large, rectangular Annapurna Labs microchip against a soft-focus red background.
  • A man wearing glasses and a blue button-down shirt is seen from behind, sitting at a wooden desk while coding late at night.
  • A bold promotional graphic for 'Black Friday 2026' features large white sans-serif text against a deep forest green background.
  • A stack of 'Holiday 2026 Amazon Kids Gift Book' catalogs sits centered against a vibrant orange background, surrounded by various gift-wrapped boxes and…
  • A vibrant collage of toys floats against a solid orange background accented with white four-pointed stars.
  • A close-up product shot features a smartphone angled from the left, displaying the Amazon Music interface with curated playlists like 'Country Heat' and 'All…
  • Two men sit in a stage conversation for 'Bring your Parents to work Day' in front of an audience.
  • A circular, seal-style logo featuring a central black scales of justice icon framed by a laurel wreath and anchored by a signature orange smile arrow.
  • A medium-close-up shot captures a man in a gray linen blazer and light blue dress shirt gesturing with both hands while speaking.
  • A woman with dark hair and a bright smile stands confidently outdoors in front of a modern gray building.
  • Brand image
  • A square promotional graphic for Amazon Prime Video features a four-way split-screen grid showcasing stills from original movies and series.
  • A man in a green button-down shirt smiles while looking at an Echo Show 15 mounted on a stand in a modern wood-paneled kitchen.
  • A tall orange accent wall in a modern office is covered in white dimensional lettering of corporate leadership principles like "CUSTOMER OBSESSION," "DIVE…
  • A middle-aged man and a younger man sit side-by-side on a tall stack of cardboard boxes in a cluttered garage or workshop.
  • A smiling man and woman of East Asian descent sit cross-legged on artificial turf, each holding a small dog and wearing matching black t-shirts with a…
  • This collage of portraits features diverse business owners in their workspaces, ranging from warehouses and kitchens to retail settings.
  • A medium shot captures a man with short gray hair in a navy blue checkered blazer and light blue button-down shirt seated on a gray armchair during a stage…
  • An over-the-shoulder lifestyle photo shows a person in a denim jacket using a silver laptop to manage e-commerce orders.
  • A close-up photograph features a silver laptop on a light wood desk, displaying the Amazon Seller Central 'My Wallet' interface.
  • A collage of three high-action logistics photos featuring branded transportation and warehouse automation.
  • A woman in a grey top and jeans leans against a kitchen counter, holding a mug while looking thoughtfully at a smart display tablet.
  • A person in silhouette walks across a modern, reflective hallway toward an orange wall decorated with white icons of vegetables, a bowl of noodles, and a…
  • A collection of colorful technology devices is shown against a plain off-white background.
  • An over-the-shoulder lifestyle photo shows a person in a pink striped pajama top and solid pink pants holding an Amazon Kindle.
  • A close-up lifestyle photo shows a person's hands holding a smartphone while completing an online checkout.
  • Brand image
  • A dark teal graphic card featuring the 'amazon pharmacy' logo in white and light teal occupies the top of the frame.
  • A bold promotional graphic features large white and lime green text centered on a vibrant, textured blue background.
  • A close-up product photo of a tablet-style smart display resting on a round speaker base atop a wooden shelf.
  • A vibrant blue square graphic features large, bold white text reading "Summer of Savings" and "Fuel.
  • A diverse group of four college students, two men and two women, walk toward the camera on a sun-drenched campus pathway while laughing and talking.
  • A close-up shot of a flat-screen television displays an interface featuring a 'Love Island USA' banner against a warm sunset beach background.
  • A close-up, warm-toned photograph captures an elderly woman and two children huddled together inside a cozy blanket fort on a patterned rug.
  • A split-pane lifestyle graphic features a smiling woman in the center wearing bold black square glasses and a pink knit top, holding an iced coffee and a…
  • A close-up photograph features a person's hands holding a thick brown paper delivery bag prominently labeled with the black 'amazon now' logo.
  • A brown paper grocery bag overflowing with bananas, a loaf of bread, and a bag of Stumptown coffee stands next to an open Amazon cardboard shipping box.
  • A woman with curly brown hair tied back smiles as she plays a flight simulator game on a Surface laptop while sitting outdoors.
  • A close-up, high-angle photo shows a Kindle e-reader disassembled into an exploded view, with its internal layers stacked and separated by clear plastic pegs.
  • A wide, low-angle shot captures the high-energy production of a Thursday Night Football broadcast inside a bright, packed stadium at night.
  • A wide outdoor shot captures two symmetrical rows of dark gray Rivian electric delivery vans parked face-to-face in a parking lot.
  • A close-up photograph features a young Black man with a light beard, smiling warmly and looking off-camera to the left.
  • A man in a navy blazer and jeans stands on a dark stage beneath blue spotlights, delivering a keynote presentation.
  • The black 'amazon connect' logo with its signature curved arrow sits at the top of this graphic on a light beige background.
  • A glowing orange arc connects two bright nodes across the Atlantic Ocean on a stylized digital world map.
  • A close-up shot shows a laptop screen displaying a centered 'Amazon Quick' logo against a soft, iridescent pastel gradient of pink, purple, and white.
  • A dense, high-angle aerial photograph looks straight down into a lush tropical rainforest canopy.
  • A dark blue Amazon electric delivery van drives along a highway with a backdrop of a vast wind farm and a dramatic, cloud-filled blue sky.
  • A striking satellite view of Earth focuses on the curve of the planet against the deep black void of space.
  • A vast field of white wind turbines stretches across a flat, arid desert landscape under a dramatic sky.
  • A medium outdoor shot features two large solar panels tilted toward the bright sun in a dry, sandy landscape filled with golden scrub brush.
  • A massive, towering tropical tree dominates the frame in an extreme low-angle perspective looking straight up into the dense forest canopy.
  • A smiling warehouse worker in a high-visibility yellow vest and safety goggles gives a thumbs-up while standing next to a large black server rack.
  • An Amazon electric delivery van drives along a highway at dusk, its headlights glowing as circular rings of white light.
  • A stack of three Amazon-branded cardboard packages and one padded mailer sits on a textured brown doormat in front of a dark blue door.
  • A massive, wet bundle of dark brown kelp hangs vertically from a crane over the deck of a maritime vessel.
  • A vertical three-panel triptych showcases the retail lifecycle, centered on a large 'WHOLE FOODS MARKET' storefront with bright green neon signage on a dark…
  • A high-angle 3D digital illustration of an open laptop emitting glowing, translucent interface panels filled with lines of code and data visualizations.
  • An overhead studio product shot features an amber Amazon Pharmacy pill bottle spilling white round tablets onto a clean white surface next to a teal cap.
  • A wide-angle photograph capturing a vast, brightly lit Amazon fulfillment center where numerous brown cardboard boxes with the black arrow logo travel down…
  • Brand image
  • A four-panel grid on a dark navy background showcases diverse logistic operations including a technician walking through a brightly lit server room and a…
  • Brand image
  • A split-pane graphic features a left side with two sports broadcasters at a desk labeled 'THURSDAY NIGHT KICKOFF' and a right side showing a smiling Amazon…
  • A square graphic features white text reading "2022 Letter to Shareholders" centered against a dark slate blue background.
  • Centered on a dark charcoal background, the text '2021 Letter to Shareholders' is stacked in a bold, sans-serif font.
  • A square graphic features bold text and the iconic Amazon smile logo centered against a dark charcoal background.
  • A square graphic features bold text stacked vertically against a solid dark navy background.
  • A minimalist graphic design against a dark navy background features the year '2018' in bold orange text centered at the top.
  • A square graphic features white and orange text centered on a dark charcoal background.
  • A minimalist graphic against a dark charcoal background features the bold, orange number "2016" centered above the white text "Letter to Shareholders." Below…
  • A minimalist black and white graphic features the lowercase Amazon.com logo underlined by a thin, slightly curved arc.
  • A collage of three vintage documents and photos pinned with red pushpins to a corkboard texture.
  • A side profile photograph of a worker wearing a vibrant orange mesh safety vest with reflective yellow stripes, a black baseball cap, and dark sunglasses.
  • Brand image
  • A close-up graphic features a hand holding a smartphone against a teal background with soft, flowing waves.
  • The white "amazon science" logo sits centered against a moody, deep blue gradient background that fades into a warm, subtle copper glow in the top-left corner.
  • Brand image
  • A vibrant red promotional graphic for a 'Holiday Beauty Event' from 'October 19 to November 1' features an assortment of beauty products on shimmering red…
  • Three digital screenshots against a textured blue background showcase the Alexa for shopping feature across a mobile app, mobile web browser, and desktop…
  • A flat, 2D vector illustration showcases various digital security methods using a minimal palette of blue, black, and white.
  • Brand image
  • A close-up headshot shows a middle-aged man with short, graying hair and a gentle smile, looking directly at the camera.
  • A minimalist graphic centered on a plain white field features the vintage 1997 black lowercase amazon.com logo with its characteristic thick, slightly curved…
  • A smiling man with a dark beard and short haircut stands at the center of a busy warehouse, engaging in conversation with two colleagues shown from the back.
  • A vibrant six-panel collage illustrates the diverse reach of Amazon's operations, featuring a massive yellow Amazon.de fulfillment center under a bright blue…
  • A smiling Asian man in a bright orange shirt that reads "VOLUNTEER" with a white arrow logo carries a large Amazon cardboard box from a blue delivery van.
  • A blue Amazon Prime RAM delivery van is parked on the gravel shoulder of a two-lane rural highway, set against a backdrop of rolling green hills.
  • A man with a beard and short dark hair, wearing a red and navy plaid shirt over an orange t-shirt with partial text 'OLUNT', kneels in a garden.
  • A vibrant top-down studio photograph features an organized grid of diverse groceries set against a solid bright blue background.
  • A close-up, high-angle photo shows a person in a denim jacket using a silver laptop to view the AWS Skill Builder website.
  • A four-panel photo collage showcases diverse environmental and conservation efforts.
  • A split-screen promotional graphic with white text reading 'NEW IN NOVEMBER' and the Prime logo centered over the divide.
  • Under a dark night sky filled with a grid of glowing purple and white binary characters, two women and an Australian Shepherd dog pose for a selfie while…
  • A close-up shot of a white dimpled golf ball resting on a yellow wooden tee, positioned in the lower-left foreground of a lush green fairway.
  • A white Amazon smile arrow icon is centered horizontally against a solid dark navy blue background.
  • A high-angle architectural rendering shows a modern Amazon fulfillment center featuring dark grey siding accented by bright blue horizontal lines.
  • A wide aerial photograph captures dozens of blue Amazon Rivian electric delivery vans parked in neat rows at a fulfillment center parking lot.
  • This wide aerial photograph showcases a sprawling solar farm with thousands of blue panels arranged in geometric rows across a verdant landscape.
  • A wide outdoor shot captures a long, modern distribution warehouse under a soft blue sky.
  • An aerial photograph captures a massive solar farm in a desert landscape, dominated by endless diagonal rows of reflective blue-grey panels.
  • A close-up shot focuses on two stacked brown cardboard Amazon packages featuring a unique foldable design.
  • A female Amazon delivery driver in a yellow and grey branded vest stands proudly beside a white scooter, holding a small cardboard package with the iconic…
  • A striking top-down aerial photograph captures a narrow, turquoise river rushing through a rocky canyon.
  • An aerial wide-angle photograph captures a dark, narrow inlet cutting through a sandy beach to meet a vast turquoise ocean.
  • A high-angle aerial photograph captures a massive solar farm integrated into a rural agricultural landscape.
  • A high-angle 3D architectural rendering shows a sprawling industrial complex, possibly a power plant or data center, nestled within a vast expanse of rolling…
  • A high-angle aerial photograph showcases a vast utility-scale solar farm integrated into a green, rolling landscape.
  • A digital graphic displays the '2026-27 SCHEDULE' for NBA G League games on Prime Video, presented on a black, textured leather background.
  • An aerial, high-angle photograph captures a massive, modern data center or warehouse with a roof densely packed with industrial HVAC ventilation units.
  • A close-up photograph captures technicians in white hard hats and neon safety vests unboxing a massive server rack.
  • Brand image
  • A vibrant close-up photograph of a server rack featuring dense bundles of blue, yellow, and purple cables with glowing blue status lights.
  • A smiling woman with glasses and a dark cap operates a heavy-duty industrial assembly machine in a bright factory.
  • A technician wearing a green t-shirt, safety glasses, and noise-canceling headphones walks down a bright white corridor flanked by towering server racks.
  • A vibrant turquoise river with white-capped rapids cuts horizontally through a rocky canyon in this high-angle aerial photograph.
  • A close-up portrait of a smiling Black woman working in an industrial setting, wearing a black cap, gold-rimmed glasses, and bulky noise-canceling earmuffs.
  • A high-angle aerial photograph captures a deep blue river snaking through a vast, arid agricultural landscape.
  • A series of cardboard Amazon boxes move along a silver conveyor belt within a vast, brightly lit distribution center.
  • A high-angle photo shows a bright yellow industrial robotic arm lifting a cardboard box with a black smile logo using multiple suction cups.
  • A dark blue Mercedes-Benz Sprinter delivery van with a large light-blue Amazon smile logo and "prime" text on its side drives down a highway.
  • A medium shot shows an Amazon delivery driver in a blue and black vest with the Amazon logo scanning a cardboard box with a smartphone.
  • A side-profile photo shows a smiling woman with short lavender hair wearing a bulky black gaming headset with glowing purple and blue accents.
  • A white and bright blue hexacopter drone is presented in a collage of three distinct angles separated by thick diagonal black lines.
  • A flat-style world map illustration is composed of geometric triangular patterns in muted shades of teal, tan, and peach against a light blue field.
  • Brand image
  • A close-up photograph features two warehouse employees in blue Amazon branded vests with silver reflective stripes collaborating over a computer screen.
  • A white and blue Amazon Prime Air delivery drone flies low over vast, rolling green fields during a golden hour sunset.
  • A collage of four photos documenting drone delivery operations at an Amazon facility under a bright blue sky.
  • Two delivery drivers in blue and black branded vests pose confidently inside the back of a cargo van packed with cardboard boxes.
  • Two warehouse workers wearing high-visibility vests and orange-palmed safety gloves lift a large, light blue delivery tote labeled '341' onto a metal…
  • A technician wearing a black cap, safety glasses, and a neon yellow vest works on intricate fiber optic cabling within an industrial data center.
  • An Amazon warehouse worker, a Black woman with short hair and glasses, stands in a brightly lit fulfillment center holding a brown padded mailer with the…
  • A man with a salt-and-pepper beard, wearing a grey hoodie and a black ballcap with a white patch, crouches and gestures while talking to a colleague in a…
  • A technician wearing a yellow hard hat, safety glasses, and a high-visibility vest stands in profile, typing on a laptop.
  • A vast, brightly lit data center aisle features a long row of pink and black server cabinets topped with thick, arching bundles of silver and blue cables.
  • A medium shot of a man with light-brown hair in a light-blue button-down shirt gesturing with both hands while speaking at a podium.
  • A vibrant high-angle photograph looking down a long aisle of a data center, dominated by dense coils of bright yellow fiber optic cables overflowing from…
  • A sleek, white robotic arm with glowing blue rings picks up cardboard boxes from a long industrial conveyor belt in a brightly lit warehouse.
  • A close-up graphic features a soft, iridescent background with a pastel gradient shifting from pale pink and orange to light blue and violet.
  • A close-up product shot of a silver Annapurna Labs microprocessor featuring two dark, reflective rectangular dies set into a matte metallic frame.
  • The white "aws" logo with its signature curved arrow smile is centered against a vibrant gradient background.
  • A tall white Ariane 5 rocket, marked with the 'esa' logo, blasts off from a coastal launchpad, generating a massive pillar of bright orange fire and…
  • A landscape-oriented wooden photo frame rests on a matching wooden cabinet against a neutral wall, capturing a sunlit family selfie in a European city.
  • A digital tablet rests at a slight angle against a dark grey backdrop, displaying a multi-widget dashboard interface.
  • A collection of five Blink security cameras in various colors and styles is arranged on two off-white, stepped platforms against a matching neutral background.
  • The white lowercase text 'alexa+' is centered horizontally against a deep blue gradient background.
  • Two spherical smart speakers with mesh exteriors sit side-by-side on a dark, flat surface against a gradient grey background.
  • A front-facing product shot of a dark gray tablet showcasing its home screen against an abstract blue swirling wallpaper.
  • A dark tablet with an attached keyboard case sits propped up on a light-colored wooden table, illuminated by a warm beam of sunlight.
  • Three Amazon Kindle e-readers in mint green, denim blue, and lavender purple are arranged in a staggered overlap against an off-white background.
  • A large, bezel-less television is mounted on a wall, displaying a high-speed racing scene with a futuristic car amid vibrant neon light trails and motion blur.
  • A close-up shot of a dual-tone Ring Video Doorbell mounted on a white door frame.
  • A square, matte black Blink security camera is mounted to the side of a house with white horizontal wooden siding.
  • A line of four white eero mesh Wi-Fi devices is arranged diagonally on a light gray surface.
  • A close-up studio shot of an Amazon Leo satellite dish, featuring its sleek white flat-panel antenna mounted on a dark pedestal.
  • A woman with wind-tossed hair steps into a futuristic light blue autonomous shuttle through a wide, sliding glass door.
  • Brand image
  • In this warm, high-angle lifestyle photo, a Black man assists a toddler in a wooden high chair with colorful geometric blocks while an older child in a white…
  • A split-screen composition featuring close-up portraits of a blonde woman and a dark-haired man side-by-side.
  • A low-angle photograph features a lime green and black autonomous mobile warehouse robot in sharp focus on a reflective gray floor.
  • A man wearing a blue face mask and a dark uniform peers intently through the circular opening of a large, metallic industrial vacuum chamber.
  • A vertical white rocket blasts off from a launchpad into a deep blue sky, propelled by a brilliant white-orange fire at its base.
  • A 3D digital illustration of Planet Earth floating in a vast, dark starfield, framed to the left to leave negative space on the right.
  • A close-up photograph features the United States flag billowing in a light breeze alongside the flags of the Netherlands, Luxembourg, and Macedonia.
  • A massive white Ariane 5 rocket lifts off into a deep blue sky, propelled by a blinding column of fire and billowing white clouds of exhaust.
  • Powerful white and orange plumes of fire erupt from a cluster of five rocket engine bells during a launch.
  • A vibrant, glowing violet and electric blue circle of light is positioned on the left side of a dark, pitch-black background.
  • A woman with reddish-blonde hair pulled back and wearing glasses focuses intently as she operates a heavy, metallic industrial door.
  • Two towering, cylindrical satellite dispensers stand side-by-side on a light gray floor, with a tiny figure of a woman walking a dog for scale.
  • A close-up digital rendering of an Amazon LEO satellite antenna mounted on the fuselage of an airplane, with a large wing extending into the distance.
  • A monolithic, rectangular spacecraft or satellite cluster drifts in low Earth orbit against the black void of space.
  • A green graphic logo reading "THE CLIMATE PLEDGE" sits inside a white semi-transparent circle at the center of a split-screen photo.
  • A close-up action photo captures a Seattle Kraken hockey player wearing number 10, Matty Beniers, shouting in celebration and pointing his gloved hand toward…
  • A cheerful older man with a white beard, dressed in a bright red duffel coat, Fair Isle scarf, and a red beanie, stands inside a grand, ornate golden sleigh.
  • A vibrant purple graphic for Amazon Luna features three rounded game preview tiles below the large white text 'Game Night'.
  • A close-up photo shows a person's hand gripping a bright blue gas nozzle as they refuel a car, emphasizing a mundane errand.
  • A man with messy brown hair and gold-rimmed glasses stares intently at out-of-focus equipment in this medium shot.
  • A centered, white Amazon Web Services logo featuring the lowercase letters "aws" above a curved arrow smile graphic.
  • A square graphic features the white logos of 'aws' and 'OpenAI' side-by-side, separated by a thin vertical line.
  • A smiling young female employee stands confidently in an industrial fulfillment center, wearing a high-visibility yellow and orange safety vest over a gray…
  • A close-up photograph captures a person's hands holding a smartphone, where a floating white text bubble overlays the screen with the message, "e lavender…
  • A horizontal collage of four rounded-edge vertical photos sits above a large orange smile logo on a dark charcoal background.

Download Amazon’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Amazon’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 188 images and the logos. The font files belong to Amazon Technologies, Inc, so they’re left out.

Download the Brand SkillZIP, 21.2 MB

amazon-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ voice.md

│ └ imagery.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from aboutamazon.com on 3 Nov 2026. It isn’t Amazon’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Amazon and its logos are trademarks of Amazon Technologies, Inc. Rainbrand isn’t affiliated with or endorsed by Amazon Technologies, Inc.

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