Alexa Built-in PC

Messaging Playbook

Customer Journey

In order for customers to enjoy the benefit of Alexa on their PC, Alexa branding and messaging must be integrated across marketing assets. Building on our experience with many different Alexa products we recommend focusing on the 3 steps below, and the messaging in this playbook is designed to help you with each step along the way.

Step 1

Create awareness of Alexa and land the benefits of voice on PCs.

Step 2

Deliver a simple Out of Box Experience (OOBE) that guides the customer through Alexa setup. 

Step 3

Educate customers on Alexa features and functionality post-purchase. 


Driving Awareness Pre-Purchase

To drive awareness of Alexa on Alexa Built-in PCs, you can use branding and messaging at point of sale on physical displays, on detail pages and digital banners, and in retail sales person training.  Integrated messaging is available on pages 5 – 15. 

Sample Execution

Digital Banners, Integrated Video, Detail Page Content  

Execution Checklist :
  • Include Alexa as a top 3 message across marketing materials
  • Mention Alexa or Alexa Built-in with copy and/or Alexa Built-in badge
  • Highlight customer benefit through copy and/or utterance
  • Create familiarity by showing the Alexa for PC app screen 

Out of Box Experience

To make it easy for customers to identify Alexa Built-in PCs and easily find Alexa on their PC, leverage packaging and on device messaging.  Integrated messaging is available on pages 5 – 15. 

Sample Execution

Packaging, Palm Rest Sticker, In-app Education

Execution Checklist :
  • Include Alexa Built-in sticker on front of box at equal size to other logos, include Alexa messaging on back of box.
  • Highlight the benefits of Alexa through messaging in the out of box experience and set up app
  • Use the Alexa Built-in sticker on the palm rest to notify the customer that their device comes with Alexa (guidelines on Page 26)

Post Purchase

Post purchase notifications (email, toast notifications, palm rest sticker) will continue to remind the customer of the additional value of Alexa that comes with their PC.  

Sample Execution

Emails, Toast Notifications, Offline Marketing

Execution Checklist :
  • Use the Alexa Built-in sticker on the palm rest to notify the customer that their device comes with Alexa (guidelines on Page 25)
  • Build toast notifications to prompt Alexa setup or highlight new functionality
  • Integrate Alexa messaging in post purchase nurture emails

For PCs that don’t have Alexa Built-in, you can use post purchase notifications to allow customers to download the Alexa app from the Microsoft Store. 

Sample Execution
Execution Checklist :
  • Include Alexa utterance and functionality in toast notification
  • Test multiple combinations of messaging and visuals
  • Provide a clear call to action for consumer. For customers who have not yet activated Alexa, prompt set-up. For active customers introduce new functionality.

Launching Internationally

For each locale where your product will launch, follow these guidelines:

  • When launching your device internationally and creating localized assets, do not list any services that are not available to end users in a particular country, or are not available on your device in that country. Please refer to the AVS for International page for an overview of countries where the Alexa Voice Service is currently available, and for a list of accompanying services (e.g. Amazon Music) available by country.
  • For assets, including non-English languages, use the localized copy as outlined in the How to talk about Alexa section of the Developer Portal.
  • All localized assets referring to Amazon Alexa need to be approved by Amazon, even if Amazon has previously approved the English version of such assets. For more details, please refer to the brand review process here.
  • If your product is a global product, you are required to use the following messaging to ensure customers understand that Amazon Alexa is not currently supported in all languages or countries:
    • For global product packaging, online product detail pages, off-Amazon marketing assets, including retail display, use this statement: “Alexa is not available in all languages and countries. Alexa features and functionality may vary by location.”


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Alexa Built-in PC Messaging

Go to Market - Execution Guidance

Alexa Palm Rest Sticker