Works with Alexa FAQ

Works with Alexa (WWA) is a certification program that establishes your product's compatibility with Alexa, ensuring your customers have a great smart home experience.

About the WWA program

Q: Why should I certify my product for the Works with Alexa program?
Customers trust that a smart home product with WWA certification meets a high standard for quality 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 Works with Alexa logo on product packaging, a personalized 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.
Q: 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.

Q: Who can participate in this program?

You can participate in the program if you are 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

Q: How long does it take to receive Works with Alexa 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 a skill, allow an additional five days for skill certification.

Q: Is there a cost to certify my product for Works with Alexa?

The lab charges a fee for testing your product. The lab evaluates the effort required to test your product and provides you with a quote before starting the testing process.

Q: 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 (Amazon Echo, Dot, and Tap for example) and any third-party devices that carry the "Alexa-Built-In" certification.

Q: 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 more details, review the Works with Alexa Program Guidelines.

Q: Can I certify a product that works with custom interactions?

Yes, you can certify a device that has custom intents. For more details, review the Works with Alexa Program Guidelines and skill requirements in WWA Certification Requirements.

About selling your product on

Q: How do I become a seller on and receive an Amazon Standard Identification Number (ASIN) for my product?

For details about how to sign up to sell on, 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.

Q: How long does it take for the WWA badge to display on my 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 country, Amazon adds the WWA badge to your product detail page on If you don't have an ASIN, the process to obtain one can take up to five weeks.

Q: What can I say on my 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 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 skills marketing guidelines, see Amazon Alexa Brand.

Q: Can I display the Works with Alexa badge on detail pages for bundles including my certified product?

Yes, you can display the Works with Alexa badge on the primary, variant, and bundle detail pages for your certified product.

WWA certification process

Q: 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.

Q: What if my product doesn't pass WWA certification?

The testing lab provides you with a detailed report of the test results. You can then fix any issues and resubmit the product for certification. There's an additional testing charge each time you resubmit your product for certification.

Q: How does this certification program work if my product requires a hub to control it?

If a hub is required to control your product, specify all compatible hubs with their ASINs when you apply for certification. When your product appears on, the detail page shows that it's compatible for use only with the certified hubs.

Q: How do I certify my hub?

If you would like 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. If 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, please re-register your device to add the hub information and, then resubmit your product for certification.

Q: My product is already certified, where can I request the Works with Alexa badge?

Request WWA badges for any new ASINs in the Alexa Certification Console.