Alexa Auto-Specific Marketing and Brand Guidelines

Thank you for building with Amazon Alexa. We're excited for your involvement with Amazon Alexa and look forward to your integration becoming available to customers. In addition to the standard AVS Marketing and Brand Guidelines, this page provides an Alexa Auto-specific brand and messaging overview for automakers, tier 1 suppliers, and automotive device manufacturers on how to integrate Amazon Alexa into your marketing assets such as packaging, promotional materials, and advertising.

Marketing Approval Process

For approvals, please send all materials and information: alexa-auto-approvals@amazon.com

Your use of Amazon Alexa assets is subject to, and you agree to be bound by, the Amazon Developer Services Agreement.

Alexa Automotive Brand and Messaging Guidelines

Below are additional guidelines for how to integrate Amazon Alexa assets into your marketing and promotional efforts. All materials must be approved in advance of publication.

Required

  • Assets featuring a driver in the car must have the driver's eyes and face straight ahead, hands on the wheel, and not looking at the display when interacting with Alexa.

How to talk about Alexa Connected Car Skills

Description

From the comfort of your home, use the [skill name] connected car skill to remotely control your [automaker brand] vehicle. Just by asking, you can remotely lock/unlock your doors, start/stop the engine, find out how much fuel you have left, and more.

  • Please confirm full functionality of your skill and adjust description accordingly

Badge type

Use the Just Ask Amazon Alexa (Alexa Skills badge) badge in any marketing collateral to promote your connected car Alexa skill.

Approved photography

Refer to the Alexa-enabled devices images.

Disclaimers to used

If you use the word “Alexa”, “Echo” or have an image of an Echo device, you will need this disclaimer: Amazon, Alexa and all related logos are trademarks of Amazon.com, Inc. or its affiliates.

If you are demonstrating an Echo device with video footage, you will need this disclaimer: Amazon, Alexa and all related logos and motion marks are trademarks of Amazon.com, Inc. or its affiliates.

If you are demonstrating or listing a car-home or home-car utterance that uses smart home technology, we ask that you use: Certain Alexa functionality is dependent on smart home technology.

You must test and validate all utterances used in your creative to ensure that they work as expected.

How to talk about Alexa in the car

Short Description

With Alexa, you can ask to play music, place calls, listen to audiobooks, hear the news, check the weather, control smart home devices, get directions, find parking, and more—all while you keep your hands on the wheel and eyes on the road.

Long Description

With Alexa, you can ask to play music, place calls, listen to audiobooks, hear the news, check the weather, control smart home devices, get directions, find parking, and more—all while you keep your hands on the wheel and eyes on the road. Alexa lives in the cloud so she is always getting smarter and updates are delivered automatically. The more you talk to Alexa, the more she adapts to speech patterns, vocabulary, and personal preferences.

  • Access to some Alexa Voice Service features in commercial products requires certification by Amazon (e.g. music). You must adjust any description of Alexa used with your product to reflect actual capabilities of the device.

Badge to use

Use the Amazon Alexa Enabled badge in any marketing collateral to promote your in-vehicle Alexa integration.

Disclaimers to use

If you use the word “Alexa”, “Echo” or have an image of an Echo device, you will need this disclaimer: Amazon, Alexa and all related logos are trademarks of Amazon.com, Inc. or its affiliates.

If you are demonstrating an Echo device with video footage, you will need this disclaimer: Amazon, Alexa and all related logos and motion marks are trademarks of Amazon.com, Inc. or its affiliates.

If you are demonstrating or listing a car-home or home-car utterance that uses smart home technology, we ask that you use: Certain Alexa functionality is dependent on smart home technology.

How to talk about Alexa Connected Car Skills and Alexa in the vehicle, combined

There are two ways to enjoy Amazon Alexa with your [vehicle]. While inside your [vehicle], you can ask to play music, place calls, listen to audiobooks, hear the news, check the weather, control smart home devices, get directions, find parking, and more – all while you keep your hands on the wheel and eyes on the road. From the comfort of your home, use the [automaker skill name] connected car skill on your Alexa-enabled device to remotely control your [automaker] vehicle. Just by asking Alexa, you can remotely lock/unlock your doors, start/stop the engine, find out how much fuel you have left, and more.

When placing this information on your website, we recommend that you also have the following links for next steps:

  • Download the Alexa + [automaker] Smartphone App <link to Appstore download>
  • Enable the [Automaker] Connected Car Alexa Skill <link to Alexa Skill page>

    Note: Ensure that you do not have any referral tags or syntax in your URL. Here is an example url: https://www.amazon.com/gp/product/B07B9HN9Q5

  • Learn more about Alexa Auto.

How to talk about your Alexa-enabled aftermarket device

Short Description

You can talk to Alexa on your [Device Name]. With Alexa, you can ask to play music, place calls, listen to audiobooks, hear the news, check the weather, control smart home devices, get directions, find parking, and more—all while you keep your hands on the wheel and eyes on the road.

Long Description

You can talk to Alexa on your [Device Name]. With Alexa, you can ask to play music, place calls, listen to audiobooks, hear the news, check the weather, control smart home devices, get directions, find parking, and more—all while you keep your hands on the wheel and eyes on the road. Alexa lives in the cloud so she is always getting smarter and updates are delivered automatically. The more you talk to Alexa, the more she adapts to speech patterns, vocabulary, and personal preferences.

  • Access to some Alexa features in commercial products requires certification by Amazon (e.g. music). You must adjust any description of Alexa used with your product to reflect actual capabilities of the device.

How to title your integration

[Company] + [Device] + with Amazon Alexa (e.g. Acme Widget with Amazon Alexa) [Company] + [Device], Alexa-enabled [device description] (e.g. Acme Widget, Alexa-enabled car charger)

Badge to use

Use the Amazon Alexa Enabled badge in any marketing collateral to promote your Alexa integration.

Disclaimers to use

If you use the word “Alexa”, “Echo” or have an image of an Echo device, you will need this disclaimer: Amazon, Alexa and all related logos are trademarks of Amazon.com, Inc. or its affiliates.

If you are demonstrating an Echo device with video footage, you will need this disclaimer: Amazon, Alexa and all related logos and motion marks are trademarks of Amazon.com, Inc. or its affiliates.

If you are demonstrating or listing a car-home or home-car utterance that uses smart home technology, we ask that you use: Certain Alexa functionality is dependent on smart home technology.

Packaging Guidance - International

  • If Amazon has announced Alexa availability in a region, the partner can use badging on packaging / marketing assets; but, they MUST have a "coming soon" message.
  • If Amazon has NOT announced Alexa availability in a region, BUT the partner still wishes to use the Built-in logo (i.e. global packaging), they may do so. BUT, they MUST have a disclaimer - “Alexa is not available in all languages and countries,” OR do not use the Alexa brand on packaging.

Resources

  • Reference the Alexa Automotive website to learn how to explain the specific features of Alexa in the vehicle to your customers.