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 Alexa Brand Guidelines for Amazon Developers



These guidelines are intended only for members of the Amazon Developer Program. Any uses of the Alexa badges, logos, or symbols outside of the Program are prohibited.  Any use of Amazon brand assets must comply with all of the applicable requirements detailed in this guide.

What is this guide and how should I use it?

These guidelines were created to help you navigate the Amazon requirements for usage of Alexa brand assets including messaging, logos, typography, and photography. Use this guide whenever you are marketing devices with Alexa, or an Alexa experience that includes devices with Alexa Built-in, Works with Alexa, and Just Ask (Alexa skills).

Follow all guidelines and requirements for using brand assets on product packaging, retail displays, marketing materials, and TV commercials, as well as product placement in entertainment programming. 

Why is it important?

Consistency of the Alexa brand, as well as clarity of use and integration of Alexa, is a large part of what makes the Alexa experience valuable for customers.

When and how should I submit for review?

See the Review Process for instructions on submitting marketing collateral for review. The following types of marketing collateral must be submitted for review:

  • TV commercials, radio broadcasting, and other video creative
  • Press releases containing a quote from Amazon
  • Sweepstakes or promotions related to Alexa or Alexa-enabled devices
  • Specific use-cases related to the following: kids’ skills or kids interacting with Alexa-enabled devices, healthcare, enterprise, hospitality, or Alexa Smart Properties
  • Any marketing assets that need an approved exception to deviate from these brand guidelines

Please allow 12+ business days for review and feedback (minimum 2 days). This could be longer during peak periods or if the request requires significant back-and-forth. Blocked dates: note that review of content will not be conducted 12/13 – 12/31. Please ensure any assets needed in this timeframe are submitted by final cutoff of 12/10. Review will pick up again on the second Monday of January.


Meet Alexa

Alexa is a voice AI that can help you with tasks, entertainment, general information, and more. Whether you’re at home or on the go, Alexa is designed to make your life easier by letting you voice control your world. Using Alexa is as simple as asking a question. Just ask to play music, read the news, control your smart home, tell a joke, and more — Alexa is happy to help. It is Alexa’s hardworking utility and witty personality that has led Alexa to be regarded as a member of the family.

Alexa is always getting smarter, with new skills through updates delivered automatically. The more you talk to Alexa, the more Alexa adapts to your speech patterns, vocabulary, and personal preferences, with new features continually being added. Alexa’s goal is to make your life easier and more fun.

Referring to Alexa

  • Do refer to Alexa by name. Do not use "she" or "her" prounouns.
  • Do refer to Alexa as a "voice AI." Do not use the term "assistant."

Additional Resources

Echo Brand Guidelines