Marketing and Branding Guidelines

Thank you for creating a device with Alexa built-in. Soon your customers will be able to talk to Alexa on your device and access cloud-based capabilities, including music, weather, news, and tens of thousands of skills. This page provides you with an Amazon Alexa brand and messaging overview for how to integrate Amazon Alexa into your marketing assets, such as packaging, promotional materials, and advertising. It also includes an overview of marketing recommendations and opportunities.

Automotive brands building with Alexa should also refer to the Alexa Auto-Specific Marketing and Brand Guidelines for additional requirements and recommendations. If you're building an Alexa skill or Smart Home skill, please refer to Alexa Skills Marketing Guidelines.

Marketing approval process

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

Amazon Alexa brand and messaging guidelines

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

Required

  • Thoroughly review and adhere to all badge guidelines as well as the Amazon Developer Services Agreement.
  • Use approved Alexa descriptions and utterances as outlined in the "How to Talk About Alexa" section.
  • Submit all packaging and marketing materials (including PR) that mention "Amazon Alexa," for Amazon approval.
  • Integrate the "Alexa Built-in" badge into packaging, online placements, and marketing collateral.
  • When using the Alexa Built-in badge on product packaging, include the required language "Amazon, Alexa and all related logos are trademarks of Amazon.com, Inc. or its affiliates."
  • Use Alexa utterances that have been expressly approved by Amazon or are from the "Things To Try" section of the Amazon Alexa app. Please ensure utterances function properly with your device.

Do not

  • Do not use the terms "Personal Assistant" or "Virtual Assistant" to describe or in the same context as Alexa.
  • Do not refer to your relationship with Amazon or Amazon Alexa as a "partnership".
  • Do not show children under the age of 13, or that appear to be under the age of 13 ("children"), using Alexa in any marketing materials. While you may show families or children in your marketing materials, children should never be shown interacting with Alexa, and Alexa services should never be portrayed as being directed to or intended for children.
  • Do not make any marketing of your device overtly attractive to children (e.g., the marketing should not encourage children to ask their parents to purchase your device).
  • Do not use logos of any 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.

Amazon Alexa badge usage

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.

Alexa Built-in badge

You may use the Amazon Alexa Built-in badge below in any marketing including digital, video, and social media. Only devices that have been certified as Alexa Built-in are eligible to use the Alexa Built-in badge. Please refer to the Alexa Built-in Program Guidelines and these Trademark Usage Guidelines for more details.

Alexa "Just Ask" badge

Non-certified devices with Alexa built-in are qualified to use the Just Ask Amazon Alexa badge. Do not use the Alexa icon in isolation by removing elements of the above Amazon Alexa. Do not use the badge in line with other copy or text.

Just Ask badge
Just Ask badge
White background with color
White background with blue logo
White background with black
White background with blue logo
White background with color
White background with blue logo
Black background with white
White background with blue logo

Download the badges above by clicking each image.

Clear Space
The clear space for the Alexa badge is half the height of the Alexa icon. No other elements should encroach on the logo’s clear space. Whenever possible, use the maximum amount of clear space the placement in layout will allow.
Minimum Size
Alexa badges should not appear smaller than 190 px in width for on-screen applications, or 1” in width for printed applications. Sizes below this can damage the badge’s integrity. For applications smaller than the minimum badge size, use the Amazon Alexa icon.

The badges above are 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. To use iconography from related Amazon brands such as Audible, Amazon Prime Music, and the Amazon Appstore, you must request permission as part of the marketing approval process.

How to talk about Alexa

What is Alexa?

Alexa is Amazon’s cloud-based voice service.

Alexa short description

You can talk to Amazon Alexa on your [Product Name]. With Alexa, you can ask to play music, hear the news, check weather, control smart home devices, and more.

Alexa long description, hands-free

You can talk to Amazon Alexa on your [Product Name]. With Alexa, you can ask to play music, hear the news, check weather, control smart home devices, and more. Alexa lives in the cloud, so it’s always getting smarter, adding new capabilities that are delivered to your device automatically. Using Alexa on your [Product Name] is simple and hands-free – just ask, and Alexa will respond instantly.

Alexa long description, tap-to-talk

You can talk to Amazon Alexa on your [Product Name]. With Alexa, you can ask to play music, hear the news, check weather, control smart home devices, and more. Alexa lives in the cloud, so it’s always getting smarter, adding new capabilities that are delivered to your device automatically. Using Alexa on your [Product Name] is simple – just tap-and-ask, and Alexa will respond instantly.

Alexa long description, press-and-hold

You can talk to Amazon Alexa on your [Product Name]. With Alexa, you can ask to play music, hear the news, check weather, control smart home devices, and more. Alexa lives in the cloud, so it’s always getting smarter, adding new capabilities that are delivered to your device automatically. Using Alexa on your [Product Name] is simple – just press-and-ask, and Alexa will respond instantly.

  • 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.
  • Automotive brands building with Alexa should also refer to the Alexa Auto-Specific Marketing and Brand Guidelines for additional requirements and recommendations.

How to title your device on an Amazon.com product listing page

Please use the following format for your product listing title. [Brand Name] + [Product Name] + Alexa Built-in + [packaging type, if applicable] + [color/style/size, if applicable]

See all Amazon.com Product Detail Page rules HERE.

How to describe your product’s integration with Alexa

Refer to your product’s integration with Alexa as "Alexa built-in”: "[Product Name] with Alexa built-in".

How to describe how to interact with Alexa

Refer to your device’s integration with Alexa as “Alexa built-in.” Example: “[Product Name] has Alexa built-in, so you can just ask…”

How to use Alexa utterances

Utterances are the commands that trigger Alexa actions, for example, "Alexa, what is the weather?" You can use approved utterances which can be found in the Things To Try section in the Alexa app. Use of any other utterances in marketing material will need to be approved through the marketing approval process. We also encourage the use of utterances that feature Alexa Skills created by our community of skills developers, but require those be approved by Amazon through the marketing approval process. Please include the wake word "Alexa" in utterances.

If you would like to use any trademarked name in your marketing material, for example, "Alexa, play Adele" or "Alexa, did the New York Giants win last night?", please obtain the written consent of the trademark owner and submit proof of such consent to Amazon with your marketing approval request.

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 would 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. (An approved-for-use reference design is available HERE.)

  • 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. Example: “You can talk to Amazon Alexa on your [Product Name].”
  • Highlight Alexa features that complement your device’s use case. Example 1: “Use Alexa to voice control your music on the [Product Name].” Example 2: “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. Read about utterances HERE.
  • Emphasize the added value customers get when they download the Amazon Alexa App from the Apple App Store® or Google Play™ store.

Packaging recommendations

We recommend communicating your device’s Alexa integration on the outside of the packaging. Below are guidelines for your product’s packaging.

  • The Alexa badge you’re approved to use should be visible on the outside of the packaging.
  • Describe how customers interact with Alexa on the device. Use the tagline “Just Ask” for hands-free, “Just Press-and-Ask” for a press-and-hold Alexa experience, and “Just Tap-and-Ask” for touch-based Alexa experiences like on a tablet device.
  • 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”). Learn more about the recommendations for your device’s web presence below.

Web presence recommendations

We recommend that you feature your device’s Alexa integration on promotional marketing pages and commerce sites, including Amazon.com. Below are guidelines for your device’s web presence.

  • Introduce Alexa, see recommended copy in the "How to Talk About Alexa" section above.
  • Inform customers that the device has Alexa built-in. Example: “You can talk to Amazon Alexa on your [Product Name].”
  • Highlight Alexa features that complement your device’s use case. Example 1: “Use Alexa to voice control your music on the [Product Name].” Example 2: “Use Alexa to voice control your thermostat with the [Product Name].” Describe how customers interact with Alexa on the device. Use the tagline “Just Ask” for a hands-free, “Just Tap-and-Ask” for a tap-to-talk Alexa experience, and “Just Press-and-Ask” for a press-and-hold Alexa experiences.
  • Use education video content to teach customers how to use Alexa. (The Alexa Things to Try and Alexa On-the-Go videos are approved-for-use.)
  • Inform customers if popular Alexa features are not available on your device.

Device or companion app first-run experience

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

Marketing recommendations and opportunities

As you launch your Amazon Alexa certified product we recommend participating in the following marketing activities:

  • Press release and/or media briefings
  • Inclusion of "Amazon Alexa" badge on packaging, and in-store, point of purchase materials
  • Outreach to your customer base through social media, email, etc
  • Digital or social campaigns to drive awareness and traffic to your Amazon detail page
  • Integrating "Amazon Alexa" badge or messaging into mass advertising (print, TV, OOH, radio, etc)
  • Customer education around how to use Alexa such as using basic utterances and approved skills. Possible channels include the out-of-box experience, emails, quick start or user guides, etc. 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.

Amazon Paid Opportunities (Must be an Amazon vendor – See Vendor Express to get signed up):

  • Amazon Marketing Services (AMS): A self-service, pay-per-click targeted ad platform to drive awareness and traffic to your detail page. To use, log onto Amazon Vendor Central, under 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, log onto Amazon Vendor Central, under the Merchandising tab and select Promotions. Please note all deals need to be submitted 4 weeks prior to the desired run date. A complete tutorial can be found HERE.

Resources

If you are not yet selling on Amazon.com, please sign up with Seller Central.