About the WWA program
Why should I certify my product for the WWA program?
Why should I certify my product for the WWA program?
Customers trust that a smart home product with the WWA badge meets a high standard for quality, reliability, and integration with Alexa. Increased customer confidence leads to increased traffic to your product in the Amazon Alexa Smart Home store and offline channels. When Amazon certifies your product, you can carry the WWA logo on product packaging, a WWA badge on the Amazon detail page, and notation in the search that the product is Amazon certified. Amazon also considers your product for additional co-marketing opportunities. For some offline retail channels, WWA certification is a stocking requirement, with WWA devices highlighted through dedicated storefronts at major retailers.
How does this program help assure quality?
How does this program help assure quality?
To achieve certification, a third-party lab comprehensively tests your product against a high-quality bar. After certification, Amazon conducts an ongoing audit of product star ratings, customer feedback, service latency, and device cloud up-time. Each WWA-certified product sold on Amazon must provide continued reliable service and excellent customer feedback to maintain certification, or Amazon might disqualify your product from the program.
Who can participate in this program?
Who can participate in this program?
You can participate in the program if you’re a smart home device manufacturer who would like to promote your product’s integration with Alexa and sell your product in the Alexa Smart Home store and Works with Alexa store on the Amazon retail site.
How long does it take to receive WWA certification?
How long does it take to receive WWA certification?
Allow at least one month to complete the WWA certification. After testing begins, you can expect testing results within 10 business days. If you must also certify an add-on, allow an additional five days for WWA add-on certification.
Is there a cost to certify my product for WWA?
Is there a cost to certify my product for WWA?
Amazon uses third-party testing labs authorized to test WWA products for certification. The facility charges a fee to test your product. Depending on the device type and features that your product supports, the lab evaluates the effort required to test your product and provides you with a testing quote. Before they start the testing process, you must accept and pay the fee to move forward with certification. For more details, see Choose the testing facility.
What Alexa-enabled devices do certified products work with?
What Alexa-enabled devices do certified products work with?
The WWA certification program guarantees that your product works with any Alexa-enabled device. This guarantee includes all Amazon Alexa-enabled devices, such as the Amazon Echo, Dot, and Show, and any third-party devices that carry the “Alexa Built-in” certification.
Can I certify other products that work with Alexa other than smart home products?
Can I certify other products that work with Alexa other than smart home products?
Yes, you can certify any device that can connect to Alexa and Alexa can control. For details, review the Works with Alexa Program Guidelines.
Can I certify a product that works with custom interactions?
Can I certify a product that works with custom interactions?
To qualify for WWA, your Alexa add-on must support the required capability interfaces for your device type. In addition to your custom intents, to allow the customer to control your device, you must implement the Smart Home API for the required capabilities. All other applicable WWA certification requirements apply also.
Am I required to sell my products on Amazon to qualify for WWA?
Am I required to sell my products on Amazon to qualify for WWA?
No, you don’t have to sell your product on the Amazon retail website to qualify for WWA. However, to receive the benefits of the WWA badge, Amazon recommends that you list your product on the Amazon retail website.
If I don't wish to participate in the WWA program, how do I advertise my products' compatibility with Alexa?
If I don't wish to participate in the WWA program, how do I advertise my products' compatibility with Alexa?
If you don’t participate in the WWA certification program, you can’t feature the WWA badge or the Alexa logo on your marketing material. However, to describe your device’s integration with Alexa, you can use the phrase, “Compatible with Alexa,” in plain text form. You can also feature the Alexa utterance bubble or an image of the Amazon Echo device on your product packaging and marketing material.
Sell your product on the Amazon retail website
How do I become a seller on the Amazon retail website and receive an Amazon Standard Identification Number (ASIN) for my product?
How do I become a seller on the Amazon retail website and receive an Amazon Standard Identification Number (ASIN) for my product?
For details about how to sign up to sell on the Amazon retail website, see Become an Amazon seller. After you have a Seller ID, you can add a new product to the store. Amazon assigns an ASIN to each individual product.
What can I say on my Amazon detail page to describe how my product works with Alexa?
What can I say on my Amazon detail page to describe how my product works with Alexa?
After your product receives certification, you can display the WWA badge on your product image on the Amazon detail pages for your product’s ASINs. You can also add the certification in the bullet points on the detail page. For details about brand usage and Alexa marketing guidelines, see Amazon Alexa Brand.
Certification requirements
My product connects to Alexa with the Alexa Connect Kit (ACK). Can I apply for WWA certification?
My product connects to Alexa with the Alexa Connect Kit (ACK). Can I apply for WWA certification?
Products that connect to Alexa with an Alexa smart home add-on, Alexa Connect Kit (ACK), and local control (hub), or products that have Alexa Built-in can apply for WWA certification. Before you apply for certification, make sure that your product meets the WWA certification requirements.
How does WWA certification work for ACK devices?
How does WWA certification work for ACK devices?
ACK devices follow a streamlined certification process that includes Works with Alexa (WWA) and Frustration-Free Setup (FFS) certifications. If you’re using the ACK SDK for Matter, you also complete CSA Matter certification. Amazon provides self-test plans and dedicated support throughout the process. For more details, see Certify ACK-based Matter Devices.
Where do I go if I have questions about the certification process?
Where do I go if I have questions about the certification process?
During the registration and certification process, if you have questions, contact the Amazon WWA program team.
Certification for hubs
How do I certify my hub?
How do I certify my hub?
To certify a hub, include your hub when you register and submit your device. Specify the hub as the local connection, and then provide the hub configuration. When your device receives WWA certification, your hub also receives certification. Don’t register or submit the hub independently. If you already submitted your device for certification, re-register your device to add the hub information, and then resubmit your product for certification.
How does certification work if my product requires a hub?
How does certification work if my product requires a hub?
If you require a hub to control your product, specify all compatible hubs with their ASINs when you apply for certification. After your product appears on the Amazon retail website, the detail page shows that it’s compatible for use with the certified hubs only.
How do I get the WWA badge to display on the Amazon detail page for my hub?
How do I get the WWA badge to display on the Amazon detail page for my hub?
When your device receives WWA certification, your hub receives certification automatically. No separate certification submission is required. However, Amazon doesn’t automatically badge the hub. To display the WWA badge on the Amazon detail page for your hub ASIN, you must submit a separate badge request for each hub ASIN in each marketplace where you want the badge to appear. Submit badge requests in the Alexa Certification Console. For details, see Request the Works with Alexa Badge.
Certification submission
Where can I submit my product for certification?
Where can I submit my product for certification?
You can register and submit your product for certification in the Alexa Certification Console. For details, see Apply for Works with Alexa Certification.
How do I find the ASIN for my add-on?
How do I find the ASIN for my add-on?
Browse to your add-on in the Alexa Skills Store in the marketplace where you publish your add-on. The ASIN is the 10-digit alphanumeric ID in the URL. For example, in the URL
www.amazon.com/gp/product/A1A1A1A1A1, the ASIN is A1A1A1A1A1.Certification testing
Can I see what test plans the testing facility runs?
Can I see what test plans the testing facility runs?
You can review the test plans on the Resources page in the Alexa Certification Console. For details, see Review your project information.
What if my product doesn't pass WWA certification?
What if my product doesn't pass WWA certification?
The testing lab provides you with a detailed report of the test results. You can fix any issues, and then resubmit the product for certification. There’s an additional testing charge each time you resubmit your product for certification. For details, see Review the certification results.
WWA badge request
My product is already certified, where can I request the WWA badge?
My product is already certified, where can I request the WWA badge?
Request WWA badges for any new ASINs in the Alexa Certification Console. For details, see Request the Works with Alexa Badge.
Can I display the WWA badge on Amazon detail pages for bundles that include my certified product?
Can I display the WWA badge on Amazon detail pages for bundles that include my certified product?
Yes, you can display the WWA badge on the primary, variant, and bundle detail pages for your certified product.
How long does it take for the WWA badge to display on my Amazon detail page after Amazon certifies my product?
How long does it take for the WWA badge to display on my Amazon detail page after Amazon certifies my product?
After Amazon certifies your product and you’ve made your integration with Alexa live for customers in the intended marketplace, Amazon adds the WWA badge to your product detail page on the Amazon retail website. If you don’t have an ASIN, the process to obtain one can take up to five weeks.
Can I use the WWA badge on my product packaging and on my own website?
Can I use the WWA badge on my product packaging and on my own website?
Yes, after your product receives certification and Amazon approves your badge request, you’re eligible to use the WWA badge on your product packaging and other marketing materials. To use the badge on marketing materials, before publication, submit your materials to Amazon for review. For details, see Update your marketing materials.
Maintain WWA certification
How do I maintain the WWA badge after my product receives certification?
How do I maintain the WWA badge after my product receives certification?
To maintain your Works with Alexa (WWA) badge, your smart home products must consistently meet WWA certification standards. Regularly review WWA certification requirements, as Amazon periodically updates these requirements with new features and qualifications. In addition, continue to monitor the reliability of your product against WWA service requirements, and keep your product compliant with all current WWA criteria. For more details, see Maintain Works with Alexa Certification.
How do I recertify my products?
How do I recertify my products?
Amazon alerts you to recertification requests on the Alexa certification console. Regularly review the Action Required page for recertification alerts. After you fix the identified issues, submit a certification request. For more details, see Recertify your product.
What happens if I don't recertify my product by the deadline?
What happens if I don't recertify my product by the deadline?
To continue to use the WWA badge, you must recertify your product before the due date shown on the Alexa certification console. After the deadline passes, Amazon removes the WWA badge from the Amazon retail site, and you must remove the badge from other online sites and future packaging printing cycles.
If you no longer sell a product, ignore the recertification request, and after the deadline passes, Amazon will remove the badge.
If you no longer sell a product, ignore the recertification request, and after the deadline passes, Amazon will remove the badge.
