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AVS UX Design Overview

A successful Alexa integration makes it easy for a customer to interact with a product using natural voice control. The AVS UX Design Guidelines outline requirements and recommendations to achieve a seamless Alexa experience.

Use the AVS UX Design Guidelines as you design your customer’s product experience and follow all guidelines before submitting your product for review.

Setup and Authentication

The Setup and Authentication process teaches customers what Alexa is, how to use it and allows them to connect the device to their Amazon account. This typically lives within the setup or first run experience on a partner device.

For information on the setup flow, authentication, example screens, and example text and translations, see Setup and Authentication.

Attention System

When building a device, remember that using Alexa should feel conversational. This means that waking Alexa should be easy, interrupting Alexa should be supported and the customer should be able to easily understand Alexa’s non-verbal states, like Listening and Thinking.

Implementing Display Cards and Notifications will affect how the Attention States are displayed, and those features’ requirements should be taken into consideration as well.

For information on the attention system, including states and sounds, see Attention System.


When implementing Notifications, you need to determine how best to inform your user that a Notification has arrived, and how to persistently inform that user that unread notifications are available in their queue. For more on how to alert customers about new or queued Notifications, see Notifications.

Display Cards

Display Cards for Alexa allow products to render “Now Playing” information for music, as well as static display cards for general knowledge questions, weather, to-do and shopping lists, calendar updates, and Alexa skills.

Design guidelines are currently available for the following device categories:

Your product may or may not fall exactly into one of these categories. If it does not, select the guidelines that most closely matches your product’s attributes. Note: This may require combining elements from different sets of guidance.

Device Attributes

  Tablet TV
Aspect ratio Variable 16:9
Input Touch 5-way remote
Context of use In home or on the go In home
Avg. viewing distance 2 ft. 6-8 ft.
Visual complexity High Medium
Attention system On screen On screen

For devices with variable resolutions, we provide layouts in percentages to adapt to your device’s screen size.

For information on how to enable Display Cards for your device, see Display Cards Overview.

Logo and Brand

Consistent use of Amazon Alexa brand assets in your user interface will protect product integrity and help customers to instantly recognize references to Amazon Alexa, thereby allowing your app to be clearly understood. See AVS UX Logo and Brand Usage for more information.


The following are made available as “Alexa Materials”. Your use of these materials is subject to, and you agree to be bound by, the Alexa Voice Service Terms and Agreements.

Contact Us

We are excited to work with you on the commercial release of your product with Amazon Alexa. If you have any questions, concerns or comments related to these design guidelines, or are interested in obtaining the resources referenced in the design guidelines, please contact us.