Official Websites

• https://www.amazon.com
• https://www.aboutamazon.com
• https://ir.aboutamazon.com
• https://www.amazon.com/prime
• https://www.amazon.it
• https://www.amazon.co.uk
• https://www.amazon.es
• https://www.amazon.in
• https://www.amazon.nl
• https://www.amazon.com.tr
• https://www.amazon.co.jp
• https://www.amazon.de
• https://www.amazon.com.au
• https://www.amazon.com.br
• https://www.amazon.sa
• https://www.amazon.com.mx

Brand Guidelines

2019

Brand Summary

Mission

• We enable the triumph of the everyday hero. Amazon is at its best when creating inviting experiences that embody its traits: Welcoming, Simple, Optimistic, Authentic, and Empowering [^1].

Core Values

• Welcoming
• Simple
• Optimistic
• Authentic
• Empowering

Target Audience

• Every customer everywhere should feel like Amazon is created just for them. The brand aims to address real customer pain points and invent solutions for a global retail audience [^2].

Personality Traits

• Welcoming
• Simple
• Optimistic
• Authentic
• Empowering

Visual Identity Overview

• Amazon’s visual identity centers on the iconic Smile brand mark and the primary logo, with strict guidelines for logo usage, color palette (Amazon Orange, Squid Ink, and White), and typography (Amazon Ember Display). The style is clean, modern, and approachable, emphasizing clear space, high contrast, and simplicity [^3].

Categories

Brand Voice

• We speak in a friendly, conversational voice, never asking the customer to understand how Amazon works or to learn our terminology. We give each customer our special attention, addressing them by name and making the extra effort to tailor our messages and suggestions to fit them personally.
• Welcoming is not: chummy, fawning, folksy, bubbly
• We delight the customer by keeping everything reliable and easy to use.
• Simple is not: cool, sleek, businesslike, mechanical, plain
• We’re excited about the future we’re helping to create, and this comes through in our bold, open use of color and our friendly, direct language. This sense of confidence and possibility makes the customer feel like Amazon is always the right place to start, whatever their needs.
• Optimistic is not: boisterous, exuberant, whimsical
• We stay grounded in the stories, words, and needs of actual customers.
• We focus on the customer and what we can help them to achieve, not on talking about ourselves. In advertising, we show people as they really are—our customers don’t live in a stock-photo world. We make and keep big promises to the customer and let this truth speak for itself.
• Authentic is not: earnest, serious, blunt, artless, naive
• We’re constantly inventing on behalf of the customer to reduce friction and make life more simple.
• We’re inspired by improving the customer’s life in small and big ways—from making it easy to get the perfect gift delivered in an hour, to helping a blind or mobility-impaired person order groceries with their voice. We’re happiest when our inventions disappear into the everyday.
• Empowering is not: condescending, simplistic, obvious

Brand Imagery

• This is the primary Amazon Retail brand logo. This logo should be your first choice for all marketing needs.
• The logo should appear in one of the color combinations below. The two-color versions are preferred. In cases where color needs to be restricted, these one-color logos are acceptable alternatives. Choose the color option with the highest contrast.
• The logo must be no smaller than 0.75 inches wide for print, 100 px for 1 x resolution screens, or 200 px for 2x resolution screens.
• Clear space around the logo is incredibly important. In fact, you can never have enough clear space. Pictured here is the minimum measure of clear space that is required. It is meant to give guidance in the smallest and tightest areas. The clear space scales in proportion to the size of the mark, so when the logo gets bigger, the clear space should, too.
• The Amazon Smile should be the first choice of mark. However, when the Smile falls below the minimum size of 50 px, the Amazon “a” should be used.
• The Amazon logo should only be used once per touchpoint. If there are multiple logos locked up with the Smile in a single touchpoint, reconsider which are adding value.
• Two or more logos using the Smile in the same touchpoint are permissible provided the logos have sufficient visual separation from one another via clear space, borders, or other visual demarca­tion. If necessary, Smiles may be removed from all logos except the Amazon logo.
• Do not place the logo over a photo background that does not provide enough contrast
• Do not place the logo over a photo background that makes the colors vibrate
• Do not place the logo over a photo background that is too busy

Color Palette

• Primary brand colors, secondary color palette, and examples of how they should be used.
• The Amazon corporate colors are Amazon Orange, Squid Ink, and white (see page 14 for details). Choose the color option with the highest contrast.

• Amazon Orange This is Amazon’s primary brand color. HEX: #FF9900 RGB: 255, 153, 0 CMYK: 0, 45, 95, 0 PMS: COATED 1375 C UNCOATED 137 U

• Squid Ink This is the primary neutral brand color for Amazon. This is the darkest color used for brand elements. Use it like you would use black. HEX: #232F3E RGB: 35, 47, 62 CMYK: 53, 36, 0, 86 PMS: COATED 432 C BLACK 6 U

• White The use of white, and white space, is essential to the brand color palette. White space allows our customers to understand what we’re telling them easily and without challenge. HEX: #FFFFFF RGB: 255, 255, 255 CMYK: 0, 0, 0, 0

Typography

• Amazon Ember Display is a subtle, rounded adaptation of Ember. Its approachable style reflects Amazon’s core brand tenets. The Amazon Ember Display family includes five weights (Light, Regular, Medium, Bold, and Heavy) and is used across the Amazon brand system.
• As the primary typeface, Amazon Ember Display is suitable for headline, subhead, and body texts. Regular weight is recommended for body text, and in certain circumstances, Medium weight should be used when reversing type out of a darker background color.

Logo Usage

• This is the primary Amazon Retail brand logo. This logo should be your first choice for all marketing needs.
• The logo should appear in one of the color combinations below. The two-color versions are preferred. In cases where color needs to be restricted, these one-color logos are acceptable alternatives. Choose the color option with the highest contrast.
• The logo must be no smaller than 0.75 inches wide for print, 100 px for 1 x resolution screens, or 200 px for 2x resolution screens.
• Clear space around the logo is incredibly important. In fact, you can never have enough clear space. Pictured here is the minimum measure of clear space that is required. It is meant to give guidance in the smallest and tightest areas. The clear space scales in proportion to the size of the mark, so when the logo gets bigger, the clear space should, too.
• The Amazon Smile should be the first choice of mark. However, when the Smile falls below the minimum size of 50 px, the Amazon “a” should be used.
• The Amazon logo should only be used once per touchpoint. If there are multiple logos locked up with the Smile in a single touchpoint, reconsider which are adding value.
• Two or more logos using the Smile in the same touchpoint are permissible provided the logos have sufficient visual separation from one another via clear space, borders, or other visual demarca­tion. If necessary, Smiles may be removed from all logos except the Amazon logo.
• Do not place the logo over a photo background that does not provide enough contrast
• Do not place the logo over a photo background that makes the colors vibrate
• Do not place the logo over a photo background that is too busy

Tone And Messaging

• We’re at our best when we create inviting experiences that embody our traits: Welcoming, Simple, Optimistic, Authentic, and Empowering.
• Every customer everywhere should feel like Amazon is created just for them.
• We speak in a friendly, conversational voice, never asking the customer to understand how Amazon works or to learn our terminology. We give each customer our special attention, addressing them by name and making the extra effort to tailor our messages and suggestions to fit them personally.
• Welcoming is not: chummy, fawning, folksy, bubbly
• We delight the customer by keeping everything reliable and easy to use.
• We work backwards from real customer pain points and invent solutions that quietly exceed expectations. We love it when we create memorable moments that make the customer smile, but we’re really striving for solutions so frictionless that the customer doesn’t even pause to wonder why they like it.
• Simple is not: cool, sleek, businesslike, mechanical, plain
• We emphasize solutions, expansion, and the fun of continuous discovery.
• We’re excited about the future we’re helping to create, and this comes through in our bold, open use of color and our friendly, direct language. This sense of confidence and possibility makes the customer feel like Amazon is always the right place to start, whatever their needs.
• Optimistic is not: boisterous, exuberant, whimsical
• We stay grounded in the stories, words, and needs of actual customers.
• We focus on the customer and what we can help them to achieve, not on talking about ourselves. In advertising, we show people as they really are—our customers don’t live in a stock-photo world. We make and keep big promises to the customer and let this truth speak for itself.
• Authentic is not: earnest, serious, blunt, artless, naive
• We’re constantly inventing on behalf of the customer to reduce friction and make life more simple.
• We’re inspired by improving the customer’s life in small and big ways—from making it easy to get the perfect gift delivered in an hour, to helping a blind or mobility-impaired person order groceries with their voice. We’re happiest when our inventions disappear into the everyday.
• Empowering is not: condescending, simplistic, obvious

Brand Values

• We enable the triumph of the everyday hero.
• We’re at our best when we create inviting experiences that embody our traits: Welcoming, Simple, Optimistic, Authentic, and Empowering.
• Welcoming—Every customer everywhere should feel like Amazon is created just for them.
• We speak in a friendly, conversational voice, never asking the customer to understand how Amazon works or to learn our terminology. We give each customer our special attention, addressing them by name and making the extra effort to tailor our messages and suggestions to fit them personally.
• Welcoming is not: chummy, fawning, folksy, bubbly
• Simple—We delight the customer by keeping everything reliable and easy to use.
• We work backwards from real customer pain points and invent solutions that quietly exceed expectations. We love it when we create memorable moments that make the customer smile, but we’re really striving for solutions so frictionless that the customer doesn’t even pause to wonder why they like it.
• Simple is not: cool, sleek, businesslike, mechanical, plain
• Optimistic—We emphasize solutions, expansion, and the fun of continuous discovery.
• We’re excited about the future we’re helping to create, and this comes through in our bold, open use of color and our friendly, direct language. This sense of confidence and possibility makes the customer feel like Amazon is always the right place to start, whatever their needs.
• Optimistic is not: boisterous, exuberant, whimsical
• Authentic—We stay grounded in the stories, words, and needs of actual customers.
• We focus on the customer and what we can help them to achieve, not on talking about ourselves. In advertising, we show people as they really are—our customers don’t live in a stock-photo world. We make and keep big promises to the customer and let this truth speak for itself.
• Authentic is not: earnest, serious, blunt, artless, naive
• Empowering—We’re constantly inventing on behalf of the customer to reduce friction and make life more simple.
• We’re inspired by improving the customer’s life in small and big ways—from making it easy to get the perfect gift delivered in an hour, to helping a blind or mobility-impaired person order groceries with their voice. We’re happiest when our inventions disappear into the everyday.
• Empowering is not: condescending, simplistic, obvious

Visual Style

• This is the primary Amazon Retail brand logo. This logo should be your first choice for all marketing needs.
• The logo should appear in one of the color combinations below. The two-color versions are preferred. In cases where color needs to be restricted, these one-color logos are acceptable alternatives. Choose the color option with the highest contrast.
• The logo must be no smaller than 0.75 inches wide for print, 100 px for 1 x resolution screens, or 200 px for 2x resolution screens.
• Clear space around the logo is incredibly important. In fact, you can never have enough clear space. Pictured here is the minimum measure of clear space that is required. It is meant to give guidance in the smallest and tightest areas. The clear space scales in proportion to the size of the mark, so when the logo gets bigger, the clear space should, too.
• The Amazon Smile should be the first choice of mark. However, when the Smile falls below the minimum size of 50 px, the Amazon “a” should be used.
• The Amazon logo should only be used once per touchpoint. If there are multiple logos locked up with the Smile in a single touchpoint, reconsider which are adding value.
• Two or more logos using the Smile in the same touchpoint are permissible provided the logos have sufficient visual separation from one another via clear space, borders, or other visual demarca­tion. If necessary, Smiles may be removed from all logos except the Amazon logo.
• Do not place the logo over a photo background that does not provide enough contrast
• Do not place the logo over a photo background that makes the colors vibrate
• Do not place the logo over a photo background that is too busy

Layout And Composition

• This is the primary Amazon Retail brand logo. This logo should be your first choice for all marketing needs.
• The logo should appear in one of the color combinations below. The two-color versions are preferred. In cases where color needs to be restricted, these one-color logos are acceptable alternatives. Choose the color option with the highest contrast.
• The logo must be no smaller than 0.75 inches wide for print, 100 px for 1 x resolution screens, or 200 px for 2x resolution screens.
• Clear space around the logo is incredibly important. In fact, you can never have enough clear space. Pictured here is the minimum measure of clear space that is required. It is meant to give guidance in the smallest and tightest areas. The clear space scales in proportion to the size of the mark, so when the logo gets bigger, the clear space should, too.
• The Amazon Smile should be the first choice of mark. However, when the Smile falls below the minimum size of 50 px, the Amazon “a” should be used.
• The Amazon logo should only be used once per touchpoint. If there are multiple logos locked up with the Smile in a single touchpoint, reconsider which are adding value.
• Two or more logos using the Smile in the same touchpoint are permissible provided the logos have sufficient visual separation from one another via clear space, borders, or other visual demarca­tion. If necessary, Smiles may be removed from all logos except the Amazon logo.
• Do not place the logo over a photo background that does not provide enough contrast
• Do not place the logo over a photo background that makes the colors vibrate
• Do not place the logo over a photo background that is too busy

Promotion Insights

Color Analysis

Statistics computed across 6270 images

Tone Distribution

Sample Images

Image 1

🗣 Damning words on Spurs from Roy Keane… #TOTMUN

Attributes:

• Caption: A man with a beard and mustache wearing a black jacket and a black shirt with a quote about Spurs
• Keywords: beard, mustache, jacket, shirt, quote, spurs, man, sports, premier video, prime video sport

Image 2

Harry Kane stepping up when it matters most 👏🦁 #EURO2020

Attributes:

• Caption: A man wearing a white shirt with the number 9 on it.
• Keywords: soccer, sports, shirt, number 9, white, nike, out of form, prime video

Image 3

Champions League pain for Man City…

Attributes:

• Caption: Man wearing a black jacket with his hands on his head
• Keywords: Man, hands, head, jacket, black, coach, soccer, UCL, team, teamwork, sports, competition, success, failure, pressure, stress, emotions, support, fans, teammates, communication, leadership

Image 4

Carlo Ancelotti is a blue! What a managerial appointment for @Everton 👏 #PLonPrime

Attributes:

• Caption: The Everton Job poster
• Keywords: Everton, job, poster, soccer, players, man, blue, yellow, green, white, black, sports, team, prime video, sports, players, soccer players, soccer team

Image 5

• First PL home loss in 1,369 days - Six points adrift of leaders Man Utd - Four PL games without scoring for first time in 21 years A difficult night for Liverpool. #LIVBUR

Attributes:

• Caption: A man wearing a hat and glasses with a beard
• Keywords: hat, glasses, beard, man, sunglasses, scarf, sport, fan, coach, liverpool, football, sports, blue eyes, serious, focused, staring, looking ahead

Image 6

• First PL home loss in 1,369 days - Six points adrift of leaders Man Utd - Four PL games without scoring for first time in 21 years A difficult night for Liverpool. #LIVBUR

Attributes:

• Caption: The man is wearing a hat and glasses
• Keywords: man, hat, glasses, sunglasses, beard, mustache, scarf, blue eyes, red beard, blue shirt, red shirt, black shirt, dark hair, white hair, sport, football, liverpool fc, jürgen klopp

Image 7

The oldest #BallonDor winner since 1956… Karim Benzema 👊🏆

Attributes:

• Caption: A man holding a trophy with the words Age is just a number under it.
• Keywords: man, trophy, age, number, balloon d’or, win

Image 8

The oldest #BallonDor winner since 1956… Karim Benzema 👊🏆

Attributes:

• Caption: A man holding a trophy with a ball on top
• Keywords: trophy, ball, man, glasses, beard, suit, award, sports, achievement, victory, recognition, success, accomplishment, celebration, ceremony, honor, pride, satisfaction, joy, happiness, excitement, triumph, accomplishment

Image 9

Cardiff 1-1 Rotherham Derby 3-3 Sheff Wed Wayne Rooney’s Derby are STAYING UP in the Championship!

Attributes:

• Caption: A smiling soccer player wearing a black coat.
• Keywords: soccer, player, man, smiling, black coat, jacket, tie, sports, athlete, outdoor, stadium, fans, team, logo, sport, competition, victory, celebration

Image 10

Cardiff 1-1 Rotherham Derby 3-3 Sheff Wed Wayne Rooney’s Derby are STAYING UP in the Championship!

Attributes:

• Caption: Wayne Rooney is smiling for the camera
• Keywords: Wayne Rooney, soccer, sports, smile, camera, portrait, happy, England, athlete, professional, stadium, crowd, fans, celebration, achievement

… and 6260 more images

Additional Properties

Revenue History

Operating Income History

Net Profit History

Employees History

Total Assets History

Total Equity History

Market Capitalization History