Amazon brand usage guidelines
Overview
Using the Amazon.com name or branding elements can help you get results. However, the Amazon.com brand is one of our most valuable company assets, so we require advance review of creative materials. With written approval, we permit our advertisers to use Amazon branding elements within the requirements outlined in the document below. All materials must be submitted to Amazon in advance for approval by Amazon in accordance with our advertising policies.
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 & 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 ✔
Not Approved ✘
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 & 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 ✔
Not Approved ✘
Why?
The “Subscribe & Shop Now” message could easily be confused with the Amazon Subscribe & Save program.
Branding On And Off Amazon
Advertisements should be branded appropriately, when used on and off Amazon.com. For placements on site, usage of the Amazon logo is strongly discouraged. Ad placements intended for Amazon DSP should feature the Amazon logo or the appropriate text link CTA when linking in to Amazon.
Approved ✔
Not Approved ✘
Why?
On Amazon The Amazon logo is strongly discouraged when the advertising placement is on the Amazon site.
Approved ✔
Not Approved ✘
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 Amazon logo or the appropriate text link CTA.
Approved ✔
Not Approved ✘
Why?
Off Amazon Creative may not use Amazon branded buttons unless expressly approved by Amazon.
Amazon Logos & Imagery Guidelines
Use of the Amazon logo must be approved in all cases. In the event the logo is used in a co-branded campaign, usage must be in accordance to the standards set forth below. For details on the rest of the family of Amazon logos. Please send requests for approval along with examples of usage to your account team.
Size
The Amazon logo must be no smaller than 1” wide for print or 72 pixels on screen.
Clear Space
Clear space is based upon the bold letter ‘o’ in the logo. Horizontal space required is the full width of the ‘o’ on either side. Vertical space required is half the height of the ‘o’ above and below.
Not Allowed
Do not alter the logo artwork in proportion or color. Below are some examples of logo presentations which are not allowed.
Do not use unapproved colors.
Do not outline the logo.
Do not modify or recreate the provided artwork.
Do not use the logo without the smile.
Do not layer other content on top or below.
Do not place the logo on a patterned background.
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 & 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 & More
Additional guidelines regarding technical specs, eligible ad units, advertiser types and more can be found at: technical guidelines.