Marketing guidelines for agencies and tool providers

Last updated: April 28, 2022

TABLE OF CONTENTS

1. Introduction
2. General do's and don'ts
3. Communications guidelines summary

1. Introduction

What are the Amazon Ads marketing guidelines?

This document provides guidelines for communications related to Amazon Ads for any agency or tool provider.

Amazon Ads may periodically review agency or tool provider materials to ensure compliance with these requirements. Violation of these guidelines or other provided requirements may impact your standing with Amazon Ads, including removal of support or access to products and programs, like the Amazon Ads Partner Network, Amazon Ads API, and the Amazon Ads partner directory.

The version of the Amazon Ads marketing guidelines for agencies and tool providers in English is the official version. Translations into Arabic, Chinese, Dutch, French, German, Italian, Japanese, Korean, Portuguese, and Spanish are available for your ease of reference only.

A couple of notes on these guidelines

As used in these guidelines, “us,” “our,” and “Amazon” mean Amazon Ads, and “you” and “your” mean the agency or tool provider. Your use of Amazon Ads products and services, and any communications and marketing regarding such products and services, is subject to any applicable agreements between you and Amazon.

2. General do's and don'ts

Do
  • Discuss how you support Amazon Ads services using current brand names and accurate product descriptions. Use the Amazon Ads website for reference.
  • Provide your clients with the information available from Amazon about their Amazon Ads campaigns and sales attributed to advertising.
  • Use email, websites, social media, collateral (one-pagers, white papers, etc.), webinars, blog posts, bylines, and events to promote your support of Amazon Ads.
  • Ensure any third-party research featuring Amazon is properly cited with the name of the study, study owner, and year published.
  • Speak accurately about Amazon’s audience or measurement solutions by using public content from the Amazon Ads website.
  • Use Amazon press releases, the Amazon Day One blog, and shareholder letters for Amazon executive quotes.
  • Link to the partner directory from your website, discuss it in meetings, and mention it in emails if your company is listed.
  • Mention the number of employees that are Amazon Ads certified with the approved language in section 4.2.
  • Refer to your company as an "Amazon Ads partner" if your company is registered on the Amazon Ads Partner Network.
    • Permitted: “We are a partner of Amazon Ads.”
  • Refer to your company as an "Amazon Ads advanced partner" if your company is registered on the Amazon Ads Partner Network and has achieved this status.
  • Refer to your company as an "Amazon Ads verified partner" if your company is registered on the Amazon Ads Partner Network and has been granted this status.
  • Promote your support of Amazon Ads with the use of the Amazon Ads logo, verified partner badge or advanced partner badge if your company is registered on the Partner Network, and if your company has agreed to the terms of Trademark Usage Guidelines. Please see section 5.0 for more details on approved logo and badge use.

Don't
  • Use company names, solution names, or domain names that incorporate the term Amazon or Amazon Trademarks (e.g., amazonagency.com, amazonadvertisingagency.com, Prime Advertising LLC, asin-advertising.com).
  • Publicly share any of your clients’ campaign and sales information without express written approval from your client.
  • Write Amazon Ads press releases without express written approval from Amazon.
  • Create and share metrics that are not already published by Amazon (e.g., share of voice, search volume increases) without a proper citation of the data source.
  • Refer to your company as a "partner" unless your company is registered on the Partner Network.
  • Refer to your company as an "advanced partner" if it has not achieved this status.
  • Refer to your company as a "verified partner" if it has not achieved this status.
  • Indicate any special relationship with Amazon (e.g., trusted, special, certified, strategic partner, or the best/only/#1 agency).
  • Make any unverifiable claims or performance guarantees to any third party on behalf of Amazon or Amazon Ads (e.g. “We guarantee a 10-to-1 return on Amazon Ads”).
  • Use the Amazon logo, Amazon Trademarks, and/or its variations (e.g., Amazon Prime boxes, Amazon Smile, Prime logo).
  • Use Amazon logos or Trademarks on any third-party advertising services (e.g., paid search advertising).
  • Mention Amazon, Amazon Ads or other Amazon trademark and your product/service names without any spacing.
    Not permitted:
    • "We offer Amazon [service name/solution name]”
    • “We are an Amazon Ads agency.”

3. Communications guidelines summary

Note: All marketing tactics are subject to the “General dos and don’ts” and all other guidelines in this document. A marketing tactic is only "supported" if you follow and comply with all guidelines in this document. Any deviation from the guidelines requires express Amazon written approval.

Supported

Agencies and tool providers can market their support of Amazon Ads using any of these channels and/or messaging as long as they follow the guidance outlined in this document.

Marketing tactics

Additional guidance

Client outreach

Events

Social posts

Website

Webinar

Amazon Ads certification

Third-party research

Blog posts and bylines

Amazon performance metrics

Amazon executive quotes

Audience/measurement solutions

Case by case

You need explicit approval from Amazon Ads before you can engage in these channels and/or messaging.

Marketing tactics

Additional guidance

Press releases

Logo and badge usage

Not supported

Amazon does not provide authorizations to third-party advertising services (e.g., paid search advertising).

Marketing tactics

Additional guidance

Third-party advertising

4. Detailed communication guidance

4.1 Emails, events, marketing collateral, social posts, webinars, your website

You may speak to the type of support you provide for Amazon Ads in client outreach (e.g., emails), at events, in marketing collateral, in social media posts, on your website, or in webinars. “Events” refers to any time you are giving a presentation, whether it is at an event you host, an industry event, or a closed-door client meeting.

You can also refer to Amazon Ads products: Sponsored Products, Sponsored Brands, Sponsored Display, Stores, Amazon DSP, Amazon Ads API, etc. Please use correct and accurate branding. If you are in doubt, please refer to the Amazon Ads website or reach out to your Amazon Ads representative.

If your company is registered on the Partner Network, you can:

  • Refer to yourself as an Amazon Ads partner.
  • Link to the partner directory from your website, digital marketing collateral, blog posts, social media posts, or in client outreach.

If your company has achieved verified partner status, you can:

  • Refer to your company as a "partner" or "verified partner" in client email outreach, on your website, in marketing collateral, in webinars, at events, or in social media posts/profile descriptions. As a reminder, please see section 5.0 for more details on approved logo and badge use.
Examples of statements/descriptions:
    • We are excited to share that [company name] has achieved verified partner status from Amazon Ads.
    • As an Amazon Ads verified partner, [company name] is dedicated ...
    • [Company name] is a verified partner on the Amazon Ads Partner Network ...
Examples of verified partner status in an email signature
Verified status on signature

If your company has not achieved the verified partner status, refrain from:

  • Using the term “verified partner.” For example, do not call yourself an “Amazon Ads verified partner."

If your company has achieved advanced partner status, you can:

  • Refer to your company as a "partner" or "advanced partner" in client email outreach, on your website, in marketing collateral, in webinars, at events, or in social media posts/profile descriptions. For more information, please see section 5.0 for more details on approved logo and badge use.
Examples of statements/descriptions:
    • We are excited to share that [company name] has achieved advanced partner status from Amazon Ads.
    • As an Amazon Ads advanced partner, [company name] is dedicated ...
    • [Company name] is an advanced partner on the Amazon Ads Partner Network ...
Examples of advanced partner status in an email signature:
Advanced status on signature

If your company has not achieved the advanced partner status, refrain from:

  • Using the term “advanced partner.” For example, do not call yourself an “Amazon Ads advanced partner."

All agencies and tool providers that are not registered on the Partner Network, refrain from:

  • Using the term “partner” unless your company is registered on the Partner Network. For example, do not call yourself an “Amazon Ads partner.”

All agencies and tool providers, refrain from:

  • Referring to your relationship with Amazon as “strategic,” “trusted,” “special,” “certified,” “accredited” or that you are the “best," “only,” or “#1.”
  • Using the term "partner" as a verb (e.g., “Our company is partnering/partners/partnered with Amazon Ads for this event.”).
  • Making any unverifiable claims or performance guarantees to any third party on behalf of Amazon or Amazon Ads (e.g., “We guarantee a 10-to-1 return on Amazon Ads”).
  • Using domain names for your website that incorporate the term “Amazon” (e.g., amazonagency.com) or use Amazon products or Amazon Trademarks as part of your company name.

4.2 Amazon Ads certification

If your company is registered on the Partner Network, your account will display the number of your company’s active certified employees. You can mention the number of certified employees with the approved language below.

Approved language:

  • "We have specialists that are certified in Amazon Ads topics”
  • “We have teams of Amazon Ads-certified professionals…”

Note: the approved language does not apply to third-party certifications.

Not permitted:

  • “Our specialists are accredited by Amazon Ads.”
  • “Our specialists are certified by Amazon.”
  • “Our specialists are accredited by Amazon.”

4.3 Third-party research

Use of third-party statistics or research featuring Amazon in your materials must include prominent citation that states: the name of the study, the study owner, and the year it was published.

4.4 Blog posts and bylines

We do not require review of any blog posts or bylines before publishing. Any blog post or byline needs to follow the guidelines mentioned in this document. We reserve the right to require the edit or takedown of any blog post if it uses the Amazon name.

4.5 Performance metrics

Amazon Ads requires agencies and tool providers to have express written approval from clients to publish Amazon campaign or sales information. This includes metrics that represent performance of any Amazon service (e.g., campaign performance data from Amazon Ads or sales information from Vendor Central or Seller Central).

Displaying results from multiple advertisers or data sources, such as share of voice, shopping trends, performance reporting, etc., requires that you clearly state the methodology for how you pulled your metrics to avoid creating confusion among readers. We reserve the right to ask for you to more clearly describe your methodology or for removal of Amazon metrics.

When presenting an analysis that represents your own point of view, you can use a disclaimer like “[company name] original research. Analysis and opinions are [company name]’s own.”

4.6 Amazon executive quotes

You may use Amazon executive quotes from any public Amazon-released materials, such as Amazon press releases, the Amazon Day One blog, or shareholder letters. Quotes from any other sources are not permitted.

4.7 Audience and measurement solutions

To help customers find relevant and timely offers, some of Amazon Ads’s products enable advertisers to reach relevant audiences based on aggregated shopping activities and receive Amazon performance reporting for their advertising campaigns. Amazon audience solutions are only available for Amazon Ads campaigns and can only be accessed through Amazon’s advertising systems, by advertisers, agencies, or tool providers working with Amazon Ads directly. When discussing these solutions, please do not mischaracterize or misrepresent these offerings or your access to these offerings.

Please refer to the Amazon Ads website for any information needed to discuss these solutions

4.8 Press releases

Press releases or announcements referencing Amazon require Amazon review and explicit approval prior to release. We reserve the right to require takedown of any press release if it uses the Amazon name without receiving prior express approval. If you wish to seek approval for a press release, please reach out to your Amazon Ads representative or contact us to start the review process.

4.9 Third-party advertising

Your use of Amazon logos or Amazon Trademarks are not authorized on third-party advertising services (e.g., paid search advertising). Amazon does not provide authorizations to third-party advertising services.

5. Amazon Ads logo, verified partner badge and advanced partner badge usage overview

This document provides guidelines including dos and don'ts related to use of the Amazon Ads logo, the verified partner badge and the advanced partner badge.

A couple of notes on these guidelines:

As used in these guidelines, “we,” “us,” “our,” and “Amazon” mean Amazon Ads, and “you” and “your” mean the agency or tool provider.

Your use of Amazon Ads products and services, and any communications and marketing regarding such products and services, is subject to any applicable agreements between you and Amazon.

Amazon reserves the right, exercisable at its sole discretion, to revoke your ability to use the verified partner badge, advanced partner badge and/or the Amazon Ads logo at any time, and reserves all rights to take appropriate action against any use without permission or that does not conform to the Trademark Usage Guidelines.

If you wish to use the Amazon Ads logo, verified partner badge and/or advanced partner badge on your marketing materials, your company must be registered on the Partner Network. Please refer to section 5.1 for instructions on how to access and download the files.

5.1 Amazon Ads logo, verified partner badge and advanced partner badge eligibility

Amazon Ads logo

If your company is registered as a partner on the Partner Network and has agreed to the terms of Trademark Usage Guidelines, then you may use the Amazon Ads logo.

Verified partner badge

If your company is registered on the Partner Network and has achieved verified partner status then you may use the verified partner badge. The verified partner badge is subject to the Trademark Usage Guidelines.

Advanced partner badge

If your company is registered on the Partner Network and has achieved advanced partner status then you may use the advanced partner badge. The advanced partner badge is subject to the Trademark Usage Guidelines.

Amazon Ads logoVerified partner badgeAdvanced partner badge
PartnersYesNoNo
Verified partnersYesYesNo
Advanced PartnersYesNoYes

How to access the Amazon Ads logo, verified partner badge and/or advanced partner badge

If your company is registered as a partner on the Partner Network and has agreed to the terms of Trademark Usage Guidelines, the admin of the account will be able to download the Amazon Ads logo. The admin of a verified partner or advanced partner account will also be able to download the verified partner and/or advanced partner badge from the partner assets section in their Partner Network account. Please note that the verified partner / advanced partner illustration on your partner directory listing is not your verified / advanced partner badge and should not be used for marketing purposes.

This is not verified or advanced partner badge:

Advanced Partner
Verified Partner
Amazon Ads logo

Amazon Ads logo

How to download:

  1. If you are an admin of your company’s account, sign in to the Partner Network and click “Overview” in the left-hand navigation menu.
  2. In the “Partner assets” section, under Amazon Ads logo, click “Download.”
Verified partner badge

Verified partner badge

How to download:

  1. If you are an admin of your company’s account, sign in to the Partner Network and click “Overview” in the left-hand navigation menu.
  2. In the “Partner assets” section, under Amazon Ads logo, click “Download”
Advanced partner badge

Advanced partner badge

How to download:

  1. If you are an admin of your company’s account, sign in to the Partner Network and click “Overview” in the left-hand navigation menu
  2. In the “Partner assets” section, under Advanced partner badge, click on “Download”

5.2 Amazon Ads logo, verified partner badge and advanced partner badge use do's and don’ts

If your company is registered on the Partner Network, you may use the Amazon Ads logo, verified partner badge and/or advanced partner badge on websites, online events, digital marketing collateral, blog posts, webinars, or social media posts. Social media posts that include the Amazon Ads logo or badge are only permitted if the post is a preview link to an asset that features the logo or badge.

Please see guidance as follows for approved use of the Amazon Ads logo, verified partner badge and/or advanced partner badge. Additionally, all use of the Amazon Ads logo, verified partner badge and/or advanced partner badge must comply with the Trademark Usage Guidelines.

Do
  • If your company has achieved verified partner status and/or advanced partner status, choose between using the Amazon Ads logo, verified partner badge or the advanced partner badge in a single touch point/marketing material. For example:
    • If your company has achieved verified partner status then you may use the verified partner badge or the Amazon Ads logo.
    • If your company has achieved advanced partner status then you may use the advanced partner badge or the Amazon Ads logo.
  • Include the following trademark attribution statement whenever the Amazon Ads logo, verified partner badge or advanced partner badge is used: “Amazon, Amazon Ads, and all related logos are trademarks of Amazon.com, Inc., or its affiliates.”
  • Use the Amazon Ads logo, verified partner badge or advanced partner badge in approved channels to indicate your support of Amazon Ads.
  • Place your logo in a prominent position above and not near the Amazon Ads logo, verified partner badge or the advanced partner badge.
  • Position the Amazon Ads logo, verified partner badge or the advanced partner badge lower down to indicate your support of Amazon Ads.
  • Publish social media preview posts that direct traffic to an asset that feature the logo and/or badge.
  • Accurately depict the Amazon retail website and Amazon Ads campaign manager by creating your own illustrations or using screenshots. Please note screenshots may not include Amazon Trademarks and/or variations.
  • Be creative with your own design. Create your own icons to represent your company and products.
Don't
  • Use ampersands, plus signs, or equal signs to denote partnership with Amazon Ads.
  • Design assets for a channel to make it look like it is coming from Amazon Ads.
  • Position the Amazon Ads logo, verified partner badge or advanced partner badge prominently to indicate endorsement by Amazon.
  • Use the Amazon Ads logo, verified partner badge or advanced partner badge in your social media profile (e.g., avatar, social home page)
  • Email signature with Amazon Ads logo
    Email signature with Amazon Ads logo and email signature with Amazon Ads verified partner logo
    Email signature with Amazon Ads logo and email signature with Amazon Ads advanced partner logo
  • Use the Amazon Ads logo, verified partner badge or advanced partner badge in your email signature.
  • Modify the Amazon Ads logo, verified partner badge or advanced partner badge in any way. Please see section 5.3 for more details on logo style guidelines (e.g., manipulating the shape, size, or color).
  • https://m.media-amazon.com/images/G/01/AdProductsWebsite/images/ad-specs/3_Fake_Brand_Mockups_on_devices_not_permitted.png
  • Use the Amazon logo or Amazon Trademarks, such as the Amazon Smile or Amazon Prime boxes, in any marketing materials, such as websites, presentations, blog posts, etc.
  • Use the verified / advanced partner illustration on your partner directory listing. That is not your verified / advanced partner badge and should not be used for marketing purposes.

5.3 Amazon Ads logo, verified partner badge and advanced partner badge style guidance

Amazon Ads logo

The Amazon Ads logo should never be smaller than 152 pixels and never wider than 688 pixels. Please note that the Amazon Ads logo has been updated to deliver a better customer-centric brand experience. If you use the Amazon Ads logo in an approved use case as stated in our marketing guidelines, ensure you download the new logo and use the updated version.

Not permitted

Older Amazon Ads logo

Verified partner badge

The verified partner badge should never be smaller than 206 pixels and should never be wider than 270 pixels.

Advanced partner badge

The advanced partner badge should never be smaller than 206 pixels and should never be wider than 270 pixels.

Amazon logo

As an agency or tool provider, you are not permitted to use the Amazon Trademarks and any respective logos unless you have received a written license from Amazon to use these logos. Please note that using Amazon Trademarks and/or elements of the Amazon logo and Trademark such as the Amazon Smile or Amazon Prime boxes is not permitted. To learn more about the Amazon logo, refer to trademarks.amazon.com.

Not permitted

Amazon logo:

As an agency or tool provider for Amazon Ads, you are not permitted to use the Amazon logo.

Amazon Ads logo and badge modifications

It is not permitted to alter the Amazon Ads logo, verified partner badge or the advanced partner badge in any way. Additionally, the Amazon Ads logo, verified partner badge or the advanced partner badge may not be translated into other languages and should remain a consistent brand identity marker globally.

Don't

Do not alter logo or badge proportions:

Partner Badge compressed
Partner Badge stretched out
Verfied partner badge compressed
Verified partner badge stretched out

Do not remove the smile in the logo or badge:

Amazon Ads logo without smile
Partner badge without smile
Verified partner badge without smile

Do not alter text or colors:

Partner badge with altered text or color
Verified partner badge  with background color

Do not place over pattern:

Partner badge logo on pattern background
Verified partner badge logo on pattern background

Do not remove badge borders:

Advanced partner badge without border
Verified partner badge without border

Amazon Ads logo and badge spacing

Clear space is necessary around all sides of the logo and badge. This allows the logo and badge to float in a space uncompromised by other text and/or imagery. See diagrams below.

Spacing around the logo should be equal to the size of the lowercase e
Advanced partner badge spacing
Verified partner badge spacing

Choosing between the Amazon Ads logo and badge

As a verified partner, use either the Amazon Ads logo or the verified partner badge in a single touch point/marketing material.

As an advanced partner, use either the Amazon Ads logo or the advanced partner badge in a single touch point/marketing material.

Appendix

Appendix A: Trademark Usage Guidelines

These guidelines apply to your use of any word mark(s), logo(s), and/or certification badge provided to you by Amazon (collectively, the “Mark”) in materials that have been approved in advance by Amazon. Strict compliance with these guidelines is required at all times, and any use of the Mark in violation of these guidelines will automatically terminate any license related to your use of the Mark.

  1. You may use the Mark solely to display the Amazon Ads word mark and/or logo to promote your support of Amazon Ads, and your use must: (i) comply with the most up-to-date version of all agreement(s) with Amazon regarding your use of the Marks (collectively, “Agreements”); (ii) comply with the most up-to-date version of these guidelines; and (iii) comply with any other terms, conditions, or policies that Amazon may issue from time to time that apply to the use of the Marks.
  2. We will supply an image or images of the Marks for you to use. You may not alter the images of the Marks in any manner, including but not limited to changing the proportion, color, or font of the Marks, or adding or removing any element(s) from the Marks.
  3. You may not use the Marks in any manner that implies sponsorship or endorsement by Amazon.
  4. You may not use the Marks to disparage Amazon, its products or services, or in a manner which, in Amazon’s sole discretion, may diminish or otherwise damage or tarnish Amazon’s goodwill in the Marks.
  5. The Marks must appear by themselves, with reasonable spacing between each side of a Mark and other visual, graphic, or textual elements. Under no circumstance should the Marks be placed on any background which interferes with the readability or display of the Marks. Do not use a trademark symbol with the Marks.
  6. Unless otherwise instructed by Amazon, you must include the following trademark attribution statement wherever the Mark is used: "Amazon, Amazon Ads, and all related logos are trademarks of Amazon.com, Inc., or its affiliates."
  7. You acknowledge that all rights to the Marks are the exclusive property of Amazon, and all goodwill generated through your use of the Marks will inure solely to the benefit of Amazon. You will not take any action that is in conflict with Amazon’s rights in, or ownership of, the Marks.
  8. Amazon reserves the right, exercisable at its sole discretion, to modify these guidelines and/or the approved Marks at any time and to take appropriate action against any use without permission or that does not conform to these guidelines. If you have questions about these Trademark Usage Guidelines, please contact us for assistance.

Appendix B: Marketing glossary

Advanced partner: Partners that have demonstrated expertise and engagement with Amazon Ads products, and delivered measurable results for their advertisers over time.

Advanced partner badge: Designates partners that have achieved "advanced partner" status.

Amazon Ads partner directory: A list of registered partners that offer services or tools across a diverse range of Amazon Ads specialties.

Amazon Ads Partner Network: A self-service hub for agencies and tool providers to manage business relationships with Amazon Ads.

Amazon Trademarks: Registered and unregistered Marks used by Amazon. Click here for a non-exhaustive list of Amazon's Trademarks.

Blog post: A post written by an agency or tool provider that is posted on its own site and can be easily taken down by the agency or tool provider.

Byline: A web or print article that is written by the agency or tool provider for an online or print publication.

Industry event: An event hosted by a third party (unrelated to the agency/tool provider and Amazon).

Partner: A company or business that is registered on the Amazon Ads Partner Network.

Press release: An official statement issued to the press, either over a newswire or via direct distribution.

Registered on the Partner Network: A company with an approved Amazon Ads Partner Network registration.

Verified partner: Partners that have completed their Partner Network account setup by linking advertisers, users, and creating a partner directory listing.

Verified partner badge: Designates partners that have achieved "verified partner" status.

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