Amazon brand usage guidelines for third-party digital display ads

Overview

Using the Amazon name or branding elements can help you get results. However, the Amazon brand is one of our most valuable company assets and any use of the Amazon brand must follow our advertising policies. The guidance below is focused specifically on the use of the Amazon brand for digital display advertising associated with third-party products sold at Amazon.com. Third-party vendors and sellers on our marketplace are permitted to display the “available at Amazon” logo in their ads to promote the availability of their products and services at Amazon. No formal review or approval is needed to use this logo.

Other uses of the Amazon brand require review and written approval by Amazon in accordance with our advertising policies. Teams outside of digital display advertising should contact trademarks for guidance.

Call to Actions (CTAs)

Amazon text link CTAs

The following CTAs are allowed in Amazon branded text links:

  • Shop now at Amazon.com
  • Shop now
  • Pre-order now
  • Learn more
  • See details
  • Watch now
Amazon text links should conform to the following standards:
  • Typeface and Sizing: Amazon Text Link CTAs should always be set at one of two sizes – Frutiger 57 Condensed at 11.5 point for small applications and Frutiger 67 Condensed at 14 point for large. Recommended small applications include small IAB ad units (Micro Bar, Button 1, Square Button, Half Banner, Full Banner) or custom units such as site stripes, mini marquees, etc. Recommended large applications include large IAB ad units (Medium Rectangle, Wide Skyscraper, Skyscraper, Leaderboard), or custom units such as home page pushdowns, marquee pushdowns, etc.
  • Graphical Styling: The underline should ‘break’ for descenders, that is to say there should be one pixel of clear space on either side of each descender.
  • Color: The CTA can be any color as long as – 1) all elements within the CTA (arrow, text and underline) use the same base color, 2) the CTA complements the promotional graphic it is used in, and 3) it stands out enough to be seen. The opacity of the underline and arrow elements should be set to 70% of the text color.
  • .com Usage: Although “Amazon” is preferred, using “Amazon.com” for CTA text links is also acceptable. (applies to amazon.com, amazon.co.uk, amazon.ca, amazon.de, amazon.fr, amazon.it, amazon.es, amazon.co.jp, etc.)

Amazon branded button CTAs

Because the look and feel of Amazon buttons is an integral aspect of the overall brand, they are not allowed for use as advertisement CTA statements. The exception to this is the use of Amazon branded buttons in eCommerce ads like ‘Add to Cart’, ‘Add to Wish List’, ‘Shop now and ‘Clip coupon’.

Approved ✔
Approved example
Not Approved ✘
Not approved example
Why

1. In order to prevent customer confusion between what is the site and what is an advertisement, branded buttons are not allowed (Advertiser branded buttons or Amazon text links only).

2. Non-specific or inaccurate CTAs are not allowed.

Amazon capitalization and punctuation

Approved ✔

>Shop now at Amazon.com

Not Approved ✘

>Shop now at AMAZON.COM
>Shop now at amazon.com

Why

Amazon should always be in title case (all capitals or lowercase is not allowed).

Brand phrases

The use of Amazon proprietary words, phrases, products, etc. that directly tie into Amazon functionality or features is allowed (e.g. “Gold Box Deal Of The Day”), but requires approval from Amazon. Outside of this context, use of Amazon branded terms or similar statements are not allowed unless expressly approved.

This includes but is not limited to:

  • Gold Box
  • Deal of the Day
  • Super Saver Shipping
  • 1-Click
  • Seller Central
  • Wish List (or Wishlist)
  • Today’s Deals
  • Subscribe & Save
  • Kindle
  • Amazon Mom
  • Look Inside the Book
  • Similar phrases (e.g. – “One Click Install”)
Approved ✔
Approved example
Not Approved ✘
Not approved example
Why

The “Subscribe & Shop Now” message could easily be confused with the Amazon Subscribe & Save program.

Amazon brand marks

The Amazon logo and the Amazon Smile mark are not permitted in third-party advertising by vendors and sellers linking in to Amazon. The “available at Amazon” logo is permitted for use in advertising.

Not permitted

Amazon Smile mark

Not permitted

Amazon logo

Amazon logo use and special circumstances

In some situations, an advertiser may need to leverage the “Amazon” logo either alone (third-party usage) or in a lockup with their own logo (co-branding). Any use of the Amazon logo must be approved and reviewed in all cases. Please send request for approval with examples of proposed usage to your account team. In all other cases for advertising that links to Amazon the “available at Amazon” logo should be used.

The Amazon logo is permitted for use when a vendor is using it in a line up with two or more other retailers and not linking in to Amazon. For example, a vendor may market a product that is available from more than one retailer and show each retailer logo (Walmart, Target, and Amazon). This is called a “logo line up” and is permitted.

Available at Amazon logo

Third-party vendors and sellers on our marketplace are permitted to display the “available at Amazon” logo in their ads to promote the availability of their products and services at Amazon. No formal review or approval is needed to use this logo. The “available at Amazon” logo can be used in the two colors provided (white and squid ink). Choose the color option that is most legible for the logo placement. Logos may be downloaded here.

available at Amazon” logo

Localized versions of the “available at Amazon” logo can be downloaded for the following countries and regions:

Approved ✔
Approved example
Not Approved ✘
Not approved example
Why

The Amazon logo and Smile mark should not be used in any ad placements. Always use the “available at Amazon” logo.

Branding on and off Amazon

Advertisements should be branded appropriately, when used on and off Amazon.com and offsite. For placements on site, usage of the “available at Amazon” logo is strongly discouraged. Ad placements intended for Amazon DSP can feature the “available at Amazon” logo or the appropriate text link CTA when linking in to Amazon.

Approved ✔
Approved example
Not Approved ✘
Not approved example
Why

On Amazon
The “available at Amazon” logo is strongly discouraged when the advertising placement is on the Amazon site.

Approved ✔
Approved example
Not Approved ✘
Not approved example
Why

Off Amazon
Verbiage in the call-to-action button is incorrect. “at Amazon.com” should always be used vs. “on Amazon.com.” Offsite static ads that link in to Amazon, should clearly display the “available at Amazon” logo or the appropriate text link CTA.

Approved ✔
Approved example
Not Approved ✘
Not approved example
Why

Off Amazon
Creative may not use Amazon branded buttons unless expressly approved by Amazon.

Small Space

In smaller placements where the “available at Amazon” lockup is too small and difficult to read, third-party advertisers may typeset “Available at Amazon” in their typeface of choice with the word “Available” capitalized. The “available at Amazon” lockup should be used in all instances except where space is limited and the badge would fall below minimum size recommendations.

Subscribe & Save logo and badge

Third-party vendors and sellers are permitted to display the “Subscribe & Save” logo or the “Subscribe and Save” badge logo in their ads to promote products that participate in the Subscribe & Save program. No formal review or approval is needed to use the logo or badge logo. The “Subscribe and Save” badge logo should be used for ads that are offsite, while the “Subscribe and Save” logo is appropriate for ads that are onsite. The “Subscribe & Save” logos can be used in the two colors provided (white and squid ink). Choose the color option that is most legible for the logo placement.

Subscribe & Save Logo

Subscribe and Save logo may be downloaded here.

Localized versions of the Subscribe & Save logo can be downloaded for the following countries and regions:

Subscribe & Save badge logo

Subscribe and Save badge logo may be downloaded here.

Localized versions of the Subscribe & Save badge logo can be downloaded for the following countries and regions:

Off Amazon

Ads running offsite should use the Subscribe & Save badge logo with Amazon instead of the Subscribe & Save logo.

On Amazon

Ads running onsite can use the Subscribe & Save logo where it is clear to the customer that clicking on the ad will lead to an Amazon page e.g. in the custom portion of a DEA, or a static ad with a “Shop now” CTA.

Amazon logos and imagery guidelines

Available at Amazon logo

Clear space

Clear space is based upon the height of the letters in the Amazon logo. The clear space scales in proportion to the size of the mark, so when the logo gets bigger, the clear space should, too.

Minimum Size

The stacked “available at Amazon” logo must be no smaller than 0.75 inches wide for print, 90 px for 1x resolution screens, or 180 px for 2x resolution screens.

The horizontal “available at Amazon” logo must be no smaller than 1.4 inches wide for print, 140 px for 1x resolution screens, or 280 px for 2x resolution screens.

Not Allowed

To maintain brand integrity, do not alter the logo artwork, proportion, or color. Below are examples of incorrect uses.

Don't re-create the artwork.

Don't outline the lockup.

Don't distort or rotate the lockup

Don't remove elements from the lockup.

Don't alter the lockup colors.

Don't add elements to the lockup or let others do so.

Don't place the lockup over a photo background that does not provide enough contrast.

Don't place the lockup over a photo background that is too busy.

Subscribe & Save logo

Clear space

Clear space is based on 1/8 of the height of the Subscribe & Save logo. The clear space scales in proportion to the size of the mark, so when the logo gets bigger, the clear space should, too.

Minimum size

The Subscribe & Save logo must be no smaller than 32 px high for 1x resolution screens, or 64 px for 2x resolution screens.

Subscribe & Save badge logo

Clear space

Clear space is based on the height of the letters in the Amazon logo. The clear space scales in proportion to the size of the mark, so when the logo gets bigger, the clear space should, too.

Minimum size

The Subscribe & Save Badge Logo must be no smaller than 0.75 inches wide for print, 90 px for 1x resolution screens, or 180 px for 2x resolution screens.

The horizontal Subscribe & Save Badge logo must be no smaller than 210 px for 1x resolution screens, or 420 px for 2x resolution screens.

Additional logo guidelines

The Amazon family of logos are only allowed in ads when expressly approved by Amazon. For approvals, send requests along with examples of usage to your account representative.

Icons and site elements

The Amazon family of icons and site elements should not be used in advertisements unless expressly approved by Amazon. This includes but is not limited to:

Product imagery

  • All imagery used must be owned by the advertiser or cleared for use in the ad unit prior to campaign launch. Any Amazon.com product imagery including Amazon products such as the Kindle must be approved by Amazon and non-Amazon vendor products not owned by the advertiser must also be cleared by the company who holds the rights.
  • Product imagery provided should not be downloaded from Google or any other search engine site.
  • All advertisement imagery is subject to approval by Amazon.

Technical specs and more

Additional guidelines regarding technical specs, eligible ad units, advertiser types and more can be found at: technical guidelines.