Alexa Marketing and Branding Guidelines

If you've created a device with Alexa Built-in and have completed Amazon’s functional, security, and testing requirements, you're eligible to use the Alexa Built-in badge and certain Alexa messaging in your packaging, advertising, and promotional materials. This page provides guidelines and opportunities to promote the Alexa experience. Follow these recommendations for the right to use these branding assets and the Alexa Built-in badge.

For guidance on Alexa brand usage, refer to the full, unabridged Alexa Brand Usage Guidelines.

• Who are these guidelines for?
• Marketing approval process
  • Alexa Built-in devices
  • Other Alexa solutions
• Alexa Built-in brand and messaging guidelines
  • Requirements
  • Recommendations
  • Do not
• Trademark and badge usage
  • Attribution sentences
  • Using the "Alexa Built-in" badge
  • Using the Alexa speech bubble
• How to talk about Alexa
  • What is Alexa?
  • How does Alexa work?
  • Your product, Alexa, and AVS
  • How to describe your device's integration with Alexa
  • How to title your product on Amazon.com product detail pages
  • How to use Alexa utterances
    • Approved utterances
  • How to use Alexa in Social Media
• Out-of-box experience recommendations
  • Alexa Quick Start guide
  • Packaging
  • Web presence
  • Setup and authentication (first-run experience)
• Launching internationally
• Marketing opportunities
  • Packaging and messaging
  • Paid opportunities
  • Promotional Tools
• Other resources

Who are these guidelines for?

Alexa Built-in device makers — If you're building and launching a device with Alexa Built-in, you must adhere to the guidelines outlined in this document. If your device has the functionality and meets the requirements for both Works with Alexa and Alexa Built-in, Amazon recommends using the Alexa Built-in badge and follow these guidelines.

Alexa Built-in products typically require a device with a microphone array for audio pickup, a processor to run the Alexa Voice Service (AVS) client, internet connectivity to send audio to the cloud, and a speaker to play back audio for the customer. For more details, see the Alexa Built-in Badging Program.

Works with Alexa device makers and Alexa Skill developers — The term Works With Alexa applies to certified products that connect to AVS through an Alexa Skill. These products typically connect to AVS with the Smart Home Skill API, a hub with a local connection, or directly using the Amazon-managed hardware module and cloud service provided with the Alexa Connect Kit.

If you're building an Alexa skill, a Smart Home skill, or a device which solely has Works with Alexa integration (i.e., not also Alexa Built-in), refer to the Alexa Skills Marketing Guidelines.

Alexa Auto device makers — Developers creating in-vehicle integrations or aftermarket accessories and devices with Alexa Built-in should refer to these guidelines plus the Alexa Auto-Specific Marketing and Brand Guidelines.

Marketing approval process

Alexa Built-in devices

All marketing materials, which includes press releases, packaging, retail fixtures, websites, Amazon.com product detail page content, and videos that reference Amazon Alexa, must be sent to the following email addresses for approval before use:

• US, global, and regions not mentioned below: avs-marketing-review@amazon.com
• EU-specific: eu-avs-marketing-review@amazon.com
• Japan-specific: jp-avs-mktg@amazon.com
• India-specific: in-avs-marketing-review@amazon.com

Other Alexa solutions

If you’re building either an Alexa Skill, a device that has solely a Works with Alexa integration (i.e., not also Alexa Built-in), or an Automotive solution, please use the following email addresses:

• Works with Alexa approvals (US, global): wwa-review@amazon.com
• Works with Alexa approvals (Japan-specific): jp-avs-mktg@amazon.com
• Alexa Automotive Approvals (global): alexa-auto-approvals@amazon.com
• Anything not falling into the categories Alexa built-in, Works with Alexa, or Alexa Automotive: echo-mediareview@amazon.com

Alexa Built-in brand and messaging guidelines

To integrate Amazon Alexa assets into your marketing and promotional efforts, adhere to the following guidelines. Obtain approval for all materials in advance of publication.

Requirements

• Thoroughly review and adhere to all Alexa Built-in Badging Program guidelines as well as the Amazon Developer Services Agreement.
• Use approved Alexa descriptions and utterances only, as outlined in the How to Talk About Alexa section.
• Submit all packaging and marketing materials, including press releases, that mention "Amazon Alexa" or "Alexa" for Amazon approval as described by the marketing approval process.
• Include the required language “Amazon, Alexa, and all related logos are trademarks of Amazon.com, Inc. or its affiliates”, or the applicable localized versions. When using the Alexa Built-in badge, see Alexa badge usage.
• Before beginning production of any high-production assets such as videos, send Amazon a draft/script to avoid reshoots, reworking voiceovers, or other costs.
• Always use Alexa utterances that you have tested and validated at least three times on your device. Always include the wake word “Alexa,” at the beginning of an utterance.
• For all audio renderings of the wake word, make sure that the three seconds of audio content that immediately precedes wake word has a similar volume to that of the wake word. For example, the audio content must have a similar volume in all TV and radio ads.

Recommendations

• Use exact Amazon Alexa utterances as outlined in the How to use Amazon Alexa utterances section when demonstrating how to interact with Amazon Alexa, or when demonstrating capabilities and features.
• You should integrate the “Alexa Built-in” badge into packaging, online placements, and marketing collateral.
• You should include a physical Amazon Alexa Quick Start Guide inside packaging for your device, as outlined in the Alexa Quick Start guide section.
• You should reinforce the power of hands-free, voice-first interactions by highlighting situations where customers are multitasking or their hands are occupied. Reinforce the usage of Alexa Built-in devices and Amazon Alexa in a customer’s daily routine as helpful, useful, and entertaining. Show scenarios of Alexa solving problems, enhancing customers' lives, and enabling accomplishment of the customer’s needs.

Do not

• Do not refer to your relationship with Amazon or Alexa as a “partnership” or a “collaboration.”
• Do not refer to Amazon Alexa as a "platform" or "ecosystem."
• Do not use the following terms or any translations of these terms to describe Amazon Alexa: "voice assistant," "personal assistant," "virtual assistant," or "robot."
• Do not include “hey” immediately before a wake word in any utterances when promoting or co-marketing with Amazon Alexa for example, “Hey Alexa”.
• Do not use the phrase “always listening” or any translations of this phrase in reference to Amazon Echo or Alexa Built-in devices.
• Do not alter or manipulate the Alexa Built-in badge or other Amazon-provided brand assets in any way.
• Do not design your device or your marketing materials in a way that makes them appear similar to Amazon devices or marketing materials, such as shape or color, packaging, detail page layouts.
• Do not inscribe the Alexa Built-in logo or other Amazon Alexa logos on your device.
• Do not make any marketing of your device overtly attractive to children. For example, marketing should not encourage children to ask their parents to purchase your device.
• Do not show individuals who appear to be children under the age of 13 interacting with Amazon Alexa.
• Do not make any comparative claims, for example, “compatible with more smart home devices than competitors”.
• Do not diminish the power of hands-free, voice-first interactions by portraying users shouting at or leaning into devices. For example, in videos, speak to Amazon Alexa casually and at a normal volume, and do not lean in to the device to speak or listen.
• Do not confirm purchases if you're using a shopping utterance in your audio.
• Do not include a pause immediately after the wake word is spoken.
• Do not place ™ or ® symbols beside Amazon trademarks.
• Do not use logos of any Amazon Alexa-supported third-party service, such as TuneIn or SmartThings, on marketing or packaging unless you have reached out to those services for permission. Amazon cannot approve and does not authorize the use of third-party logos.

Trademark and badge usage

Attribution sentences

When featuring Amazon trademarks in your creative assets, please include the correct trademark attribution per the Amazon Trademark Guidelines, and follow all requirements set forth in the Trademark Guidelines.

Use the logo attribution sentence for your locale(s):

Locale	Translations
en-US, en-UK, en-AU, en-NZ, en-CA, en-IN	Amazon, Alexa and all related logos are trademarks of Amazon.com, Inc. or its affiliates.
de-DE	Amazon, Alexa und alle zugehörigen Logos sind Marken oder eingetragene Marken von Amazon.com, Inc. oder eines verbundenen Unternehmens.
fr-FR	Amazon, Alexa et tous les logos associés sont des marques d'Amazon.com, Inc. ou de ses sociétés affiliées.
fr-CA	Amazon, Alexa et tous les logos associés sont des marques commerciales d'Amazon.com, Inc. ou de ses sociétés affiliés.
it-IT	Amazon, Alexa e tutti i relativi loghi sono marchi di proprietà di Amazon.com, Inc. o delle sue consociate.
es-ES, es-MX, es-US	Amazon, Alexa y todos los logotipos relacionados son marcas comerciales de Amazon.com, Inc. o afiliados.
jp-JP	Amazon、Alexaおよび関連するロゴは、Amazon.com, Inc.またはその関連会社の商標です。
pt-BR	Amazon, Alexa e todos os respectivos logotipos são marcas da Amazon.com, Inc. ou de suas empresas controladas.

Using the "Alexa Built-in" badge

If you qualify to use the Alexa Built-in badge, you may use it in any marketing materials, including digital, video, and social media. To qualify to use the Alexa Built-in badge, please follow the steps outlined in our Alexa Built-in Badge Program guidelines.

The Alexa Built-in badge is made available as “Alexa Materials”. Your use of these materials is subject to, and you agree to be bound by, the Amazon Developer Services Agreement and Program Materials License Agreement. To use logos or other brand assets related to other Amazon brands such as Audible, Amazon Prime Music, and the Amazon Appstore, you must request permission as part of the marketing approval process.

Using the Alexa speech bubble

The speech bubble is a graphic way to illustrate examples of Alexa utterances or the vocal commands and questions that trigger corresponding Amazon Alexa actions. They are a quick and visual way to give customers examples of what they could ask Amazon Alexa. For speech bubble guidelines, and to download templates, see the Alexa Skills Marketing Guidelines.

How to talk about Alexa

What is Alexa?

Use any of these localized definitions for your locale(s):

• One sentence
• Short definition
• Long definition

How does Alexa work?

Use any of these localized descriptions for your locale(s):

Locale	Translations
en-US, en-UK, en-AU, en-NZ, en-CA, en-IN	Alexa is the cloud-based voice service from Amazon. Alexa is the brain behind Amazon Echo and other Alexa Built-in devices. Using Alexa is as simple as asking a question—just ask, and Alexa will respond instantly.
de-DE	Alexa ist der Cloud-basierte Sprachdienst von Amazon. Alexa ist das Gehirn hinter Amazon Echo und anderen Geräten mit Alexa-Integration. Die Verwendung von Alexa ist so einfach wie das Stellen einer Frage – fragen Sie einfach und Alexa antwortet sofort.
fr-FR	Alexa est le service vocal conçu par Amazon et basé dans le Cloud. Alexa est l'intelligence qui donne vie à Amazon Echo et aux appareils avec Alexa intégré. Utiliser Alexa est aussi simple que de poser une question: il suffit de demander, Alexa vous répond.
fr-CA	Alexa est le service vocal conçu par Amazon et basé dans le nuage. Alexa est l'intelligence qui donne vie à Amazon Echo et aux appareils avec Alexa intégré. Utiliser Alexa est aussi simple que de poser une question: il suffit de demander, Alexa vous répond.
it-IT	Alexa è il servizio vocale Amazon basato nel Cloud. Alexa è la "mente" dietro ad Amazon Echo e agli altri dispositivi con integrazione Alexa. Utilizzare Alexa è semplice come fare una domanda - chiedi e Alexa ti risponderà subito.
es-ES, es-MX, es-US	Alexa es el servicio de voz ubicado en la nube de Amazon. Alexa es el cerebro detrás de Amazon Echo y otros dispositivos con Alexa integrada. Utilizar Alexa es tan sencillo como hablar: solo necesitas pedirlo y Alexa responderá al instante.
jp-JP	AlexaはAmazonが提供するクラウドベースの音声サービスです。AlexaはAmazon Echoやその他のAlexa搭載デバイスの裏で走っている頭脳の部分です。Alexaを使うのは簡単です。質問をするだけでAlexaはすぐに応答します。
pt-BR	Alexa é o serviço de voz baseado na nuvem da Amazon. A Alexa é o cérebro por trás do Amazon Echo e outros dispositivos com Alexa integrada. Usar a Alexa é tão simples quanto fazer uma pergunta: é só pedir e a Alexa responderá prontamente.

Your product, Alexa, and AVS

Use the localized description for your locale to describe the relationship between your product, Alexa, and the Alexa Voice Service (AVS):

Locale	Translations
en-US, en-UK, en-AU, en-NZ, en-CA, en-IN	Amazon Alexa is the intelligent cloud-based voice service that you can talk to on your product's name. Speak to Alexa through your product's name to play music, hear the news, check weather, and control you smart home cloud. Alexa is always getting smarter and delivers new capabilities to your device automatically. Note: Only list the features in your text that are actually available on your product.
de-DE	Amazon Alexa ist ein Cloud-basierter Sprachdienst, mit dem Sie über [Ihr Produkt] kommunizieren können. Sprechen Sie mit Alexa über [Ihr Produkt], um Musik abzuspielen (geben Sie diese Funktion nur an, wenn sie auf Ihr Produkt zutrifft), hören Sie Nachrichten, rufen Sie das Wetter ab, steuern Sie Smart Home-Geräte und vieles mehr. Da Amazon Alexa Cloud-basiert ist, lernt sie kontinuierlich dazu. Sie erhält automatisch Updates für neue Funktionen Ihres Gerätes.
fr-FR	Amazon Alexa est le service vocal intelligent et basé sur le cloud avec lequel vous interagissez sur [votre produit]. Grâce à [votre produit], demandez à Alexa de jouer de la musique (n'indiquer cette fonctionnalité que si votre produit est concerné), d'écouter les nouvelles, de vérifier la météo ou de contrôler votre maison connectée. Alexa s'améliore continuellement et s'enrichit de nouvelles fonctionnalités automatiquement.
fr-CA	Amazon Alexa est le service vocal intelligent et basé sur le nuage avec lequel vous interagissez sur [votre produit]. Grâce à [votre produit], demandez à Alexa de jouer de la musique (n'indiquer cette fonctionnalité que si votre produit est concerné), d'écouter les nouvelles, de consulter la météo ou de contrôler votre maison intelligente. Alexa s'améliore continuellement et s'enrichit de nouvelles fonctionnalités automatiquement.
it-IT	Amazon Alexa è il servizio vocale intelligente, basato nel Cloud, con cui potrai dialogare su [prodotto]. Chiedi ad Alexa di farti ascoltare musica (solo se questa funzionalità è disponibile sul tuo prodotto), le ultime notizie, le previsioni meteo e controlla con un semplice comando vocale i dispositivi per la Casa Intelligente. Alexa è un servizio Cloud che diventa sempre più intelligente e permette di aggiungere nuove funzionalità al tuo dispositivo automaticamente.d.
es-ES, es-MX, es-US	Amazon Alexa es el servicio de voz inteligente ubicado en la nube con el que puedes conversar mediante [tu producto]. Habla con Alexa a través de [tu producto] para reproducir música (nombra esta función únicamente si es compatible con tu producto), escuchar las noticias, comprobar la previsión meteorológica o controlar dispositivos de hogar digital. Alexa aprende continuamente, lo que permite utilizar de forma automática nuevas funciones en tu dispositivo.
jp-JP	AlexaはAmazonが提供するクラウドベースの音声サービスで、[製品]に話しかけることでお使いいただけます。音楽を流したり[製品によって適切な機能をお使いください]、ニュースを聞いたり、天気予報を確認したり、スマートホーム製品をコントロールしたり、いろいろな事にお使いいただけます。Alexaの新しい機能は、お使いの製品に自動的に適用されますので、常によりよく進化していきます。
pt-BR	Amazon Alexa é um serviço de voz baseado na nuvem que você pode falar com no [seu produto]. Fale com a Alexa pelo [your product] para ouvir música (somente liste este recurso se aplicável para seu produto), ouvir notícias, consultar a previsão do tempo, controlar dispositivos de casa inteligente. A Alexa está sempre aprendendo e adicionando novas funcionalidades ao seu dispositivo automaticamente.

How to describe your device's integration with Alexa

Refer to your product’s integration with Alexa as “Alexa Built-in”:

“[Product Name] with Alexa Built-in” or “[Product Name] has Alexa Built-in, so you can just ask…”

In non-English speaking countries, please use the following localized copy:

Locale	Translations
en-US, en-UK, en-AU, en-NZ, en-CA, en-IN	with Alexa Built-in	with Alexa voice control built-in	Alexa Built-in device
de-DE	mit Alexa-Integration	mit integriertem Alexa-Sprachdienst	Gerät mit Alexa-Integration
fr-FR, fr-CA	avec Amazon Alexa intégré	avec le service vocal Amazon Alexa intégré	appareil avec Amazon Alexa intégré
it-IT	con Alexa integrata	con il servizio vocale Amazon Alexa integrato	dispositivo con Alexa integrata
es-ES, es-MX, es-US	con Alexa integrada	con el servicio de voz Amazon Alexa integrado	dispositivo con Alexa integrada
jp-JP	Alexa搭載	Alexaの音声サービスを搭載	Alexa搭載デバイス
pt-BR	com Alexa integrada	com controle de voz Alexa integrada	dispositivo com Alexa integrada

How to title your product on Amazon.com product detail pages

When listing your product on Amazon.com, use the following format for your product listing title:

[Brand Name] + [Product Name] + with Alexa Built-in + [packaging type, if applicable] + [color/style/size, if applicable]

Outside of US, use the following localized copy to refer to the Alexa Built-in integration:

Locale	Translations
en-US, en-UK, en-AU, en-NZ, en-CA, en-IN	with Alexa Built-in
de-DE	mit Alexa-Integration
fr-FR, fr-CA	avec Amazon Alexa intégré
it-IT	con Alexa integrata
es-ES, es-MX, es-US	con Alexa integrada
jp-JP	Alexa搭載
pt-BR	com Alexa integrada

For all Amazon Seller Central policies, see the Amazon.com Product Detail Page rules.

How to use Alexa utterances

Utterances are the commands that trigger Alexa actions. For example, “Alexa, what's the weather?” Use the approved utterances and their localized versions and confirm each utterance works on your device. Do not include utterances that do not work on your device in your marketing, such as packaging, promotional materials, and advertising. Do not translate utterances yourself.

Amazon encourages the use of utterances that feature Alexa Skills created by our community of Skill developers. If you want to use these or any utterances other than those listed in the next section, seek Amazon’s approval through the marketing approval process. Similarly, if you would like to use any third-party trademarks in your marketing material, for example, “Alexa, play Adele” or “Alexa, did the New York Giants win last night?”, please request written consent from the trademark owner and submit proof of such consent to Amazon with your marketing approval request.

Approved utterances

For a list of approved localized utterances, select the domains related to your product:

Calendar

Knowledge

Lists

Music

Lists

Personality

Shopping

Smart home

Timers and alarms

Traffic

Weather

Skills

How to use Alexa in Social Media

You are encouraged to mention the #AskAlexa hashtag in social media posts. Amazon does not use the #Alexa or #Echo hashtags in our social copy, and we encourage you to avoid those.

Out-of-box experience recommendations

Alexa Quick Start guide

We recommend including a physical Alexa Quick Start Guide inside your product’s packaging. This guide should communicate the value of Alexa and help customers understand how to get started with Alexa. For an approved-for-use example, download our reference design.

When creating your Alexa Quick Start guide, follow these guidelines:

• Position the Alexa Quick Start Guide so it’s immediately visible when customers unbox the device.
• Inform customers that your device has Alexa built-in. For example, “You can talk to Amazon Alexa on your [Product Name].”
• Highlight Alexa features that complement your device’s use case. Examples:
  • “Use Alexa to voice control your music on the [Product Name].”
  • “Use Alexa to voice control your thermostat with the [Product Name].”
• Provide instructions to register with Alexa on the device.
• Include at least three relevant example utterances. For more details, see How to use Alexa utterances above.
• Emphasize the added value customers get when they download the Amazon Alexa App from the Apple App Store® or Google Play™ store.

Use any of the following localized phrases for your Quick Start guide:

• Short phrases
• Alexa on your product
• Using a mobile app

Packaging

When designing your product’s packaging, follow these guidelines:

• We recommend communicating your device’s Alexa integration on the outside of your product packaging.
• The Alexa badge you are approved to use should be visible on the outside of the packaging.
• Provide a URL where customers can learn about the Alexa features that are supported on your device. For example, “Not all Alexa features may be available on this device. Learn more at www.[YourProductsWebPage].com”).

Web presence

We recommend featuring your device’s Alexa integration on promotional marketing pages and commerce websites, including Amazon.com. Follow these guidelines for your product's web presence:

• To introduce Alexa, see the recommended copy in the How to Talk About Alexa section above.
• Inform customers that the device has Alexa Built-in. For example, “You can talk to Amazon Alexa on your [Product Name].”
• Highlight Alexa features that complement your product's use case. Examples:
  • “Use Alexa to voice control your music on the [Product Name].”
  • “Use Alexa to voice control your thermostat with the [Product Name].”
• Describe how customers can interact with Alexa on the device.
• Use educational video content to teach customers how to use Alexa. The Alexa Things to Try and Alexa On-the-Go videos are approved-for-use in the US.
• Inform customers if popular Alexa features are not available on your device.

Setup and authentication (first-run experience)

Alexa Setup and Authentication screens must be included in your device or companion app's first-run experience. These screens communicate the value of Alexa and help customers connect your device to their Amazon account. For design requirements and reference designs, view the Alexa Setup & Authentication guidelines. You can also read more about our AVS UX Design Guidelines.

Launching internationally

For each locale where your product will launch, follow these guidelines:

• When launching your device internationally and creating localized assets, do not list any services that are not available to end users in a particular country, or are not available on your device in that country. Please refer to the AVS for International page for an overview of countries where the Alexa Service is currently made available, and for a list of accompanying services (e.g. Amazon Music) available by country.
• For assets, including non-English languages, use the localized copy as outlined in the How to talk about Alexa section above.
• All localized assets referring to Amazon Alexa need to be approved by Amazon, even if Amazon has previously approved the English version of such assets.
• If your product is a global product, you are required to use the following messaging to ensure customers understand that Amazon Alexa is not currently supported in all languages or countries:
  • For global product packaging, use this statement: “Alexa is not available in all languages and countries. Alexa features and functionality may vary by location.”
  • For use in any third-party mobile application for your device, use this statement: “Alexa is not available in all languages and countries. Alexa features and functionality may vary by location. See www.amazon.com/alexa-availability for details.”
  • For use on online product detail pages, use this statement: “Alexa is not available in all languages and countries. Alexa features and functionality may vary by location.”
  • For any off-Amazon marketing assets, including retail display, use this statement: “Alexa is not available in all languages and countries. Alexa features and functionality may vary by location.”

Marketing opportunities

As you launch your Alexa Built-in product, we recommend participating in the following marketing activities.

Packaging and messaging

• Create press releases and/or media briefings.
• Include "Alexa Built-in" on packaging, and on in-store point of purchase materials.
• Reach your customer base through social media, email, etc.
• Run digital or social campaigns to drive awareness and traffic to your Amazon.com detail page.
• Integrate the "Alexa Built-in" badge or messaging into mass advertising (print, TV, OOH, radio, etc.)
• Develop customer education materials around how to use Alexa, such as using basic utterances and approved skills. Possible channels include the out-of-box experience, emails, quick start guides, or user guides. We encourage pointing customers to our Things To Try, Alexa Skills Guide, and Alexa Smart Home pages in your various marketing channels to educate customers on how to get the most out of Alexa.

Paid opportunities

Use Amazon Marketing Services (AMS), a self-service, pay-per-click targeted ad platform to drive awareness and traffic to your detail page. For this paid opportunity, you must be an Amazon vendor. To sign up, access Vendor Express. Then log in to Amazon Vendor Central, find the Advertising tab, and select Advertising at Amazon.

Promotional Tools

Vendors can now action their own vendor funded price discounts, Amazon Best Deal, and Lighting Deal promotions on products they are selling on Amazon.com through Vendor Central. To use these tools, log in to Amazon Vendor Central. Under the Merchandising tab, select Promotions.

Other resources

• AVS Marketing Opportunities
• Amazon Developer Services Agreement