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Amazon Alexa Brand External



These Guidelines are intended only for members of the Amazon Developer Program. Any uses of the Echo or Alexa badges are prohibited outside of the Program. To obtain badges or logos, please contact the relevant alias detailed in the Review Process section. Any use of Amazon brand assets must comply with all of the applicable requirements detailed below.

What is this guide?

A resource to help you understand how we view and promote Alexa devices and the Alexa brand. These guidelines were created to help you navigate the Amazon requirements for usage of brand assets including names, logos, typography, and photography.

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 should you use it?

This guide will help you when creating and reviewing collateral prior to and during the approval stage. Use this guide whenever you are marketing Alexa devices or an Alexa experience that includes devices with Alexa Built-in, Works with Alexa, and 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.

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

Where to submit material for review?

See the Review Process for instructions on submitting marketing collateral for review. If you have a point of contact with Alexa Marketing, please submit to them for review. If not, please use one of the email aliases below:

Works With Alexa:

Alexa Automotive: alexa-auto-approvals@amazon.comm

Alexa Smart Properties:

Alexa Skills:

Alexa Built-In:

For approval of content that includes an Echo product but is not Alexa Built-in, Alexa Automotive, Smart Home/Works With Alexa, Skills or Smart Properties content, email Please use above aliases if one of the later.

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. Blackout 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.


What is Alexa?

Alexa is a cloud-based voice service that can help you with tasks, entertainment, general information, and more — often personified as “her” or “she.” 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 her 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 her 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 she 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

Always refer to Alexa by name.

What are Alexa utterances?

Alexa utterances are the vocal questions and commands that trigger corresponding Alexa actions and responses. For example, “Alexa, what is the weather?” is an utterance used to get information about the weather.

All product packaging, retail displays, marketing materials, TV, film, media, or live entertainment featuring Echo and/or Alexa interactions must use actual Alexa utterances. Approved Alexa utterances can be found on the All Things Alexa page.

Additional Resources

Echo Brand Guidelines