Any developer that is incorporating Alexa into their content should use the badging marks and guidance outlined below. Use of other Amazon Alexa trademarks is outlined in the Logo Guidelines but requires specific approval from your marketing manager to use. All Alexa and Echo logos can only be used on Amazon owned creative, unless specifically approved by Amazon for other use. Please first refer to our badges guidance below for additional resources regarding marketing non-Amazon owned assets, products, or services.
Unless there are space constraints, all assets that use these logos must include the following attribution: “Amazon, Echo, Alexa, and all related logos are trademarks of Amazon.com, Inc. or its affiliates.” Broadcast and print assets must always have the attribution. Please refer to the Trademark Guidelines for more information.
Alexa-branded badges help communicate the relationship between Alexa and your products or services. We encourage you to make use of badges to drive consistency and brand recognition. Badges can be integrated into product packaging, online placements, and marketing collateral.
- Don't use multiple badges in your marketing collateral.
- Must apply for and receive Works with Alexa (WWA) certification for your device.
- Must meet the minimum requirements in the WWA Program Guidelines.
- Must adhere to the WWA Trademark Usage Guidelines.
- Visit the WWA Certification page or email wwa-support@amazon.com for more information about obtaining WWA certification.
- For marketing approval, submit material to wwa-review@amazon.com.
- Must agree to Alexa Voice Service Terms and Agreements.
- Must comply with the Alexa Built-in Badging Program
- Must adhere to Alexa messaging guidelines
- For marketing approval, submit material to avs-marketing-review@amazon.com
- Skills created using the Alexa Skills Kit are qualified to use this badge.
- Must adhere to the applicable Trademark, Brand, and Marketing Guidelines
- Smart home skills may not use this badge. The only badging allowed for smart home is the Works With Alexa badge which must follow the certification process outlined on the WWA Certification page and the requirements outlined above.
- For marketing approval, submit material to the alexa-skills-approvals alias.
The white badges are to be used on lighter backgrounds. The black/Squid Ink badges are to be used on darker backgrounds. Only when colors are not possible should the one-color versions of the badge be used. Note that black is specified for CMYK/Print applications of the badge in lieu of Squid Ink.
- Do not use colors outside of the style sheet.
- Do not change logo color variations.
- Do not outline the logo.
- Do not change the layout of the logo.
Clear space is the area around the logo that should remain free of any other logos, graphics, text, or borders.
While more is better, the minimum clear space for the logo should be equivalent to half the height of the Alexa icon.
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 badges’ integrity.
FOR APPLICATIONS SMALLER THAN THE MINIMUM BADGE SIZE, THE ALEXA LOGO MAY BE USED INSTEAD OF THE BADGE.
