This guide is to help PC OEMs who use the Alexa brand – if you’re building and launching a device with Alexa Built-in, you must adhere to the Alexa guidelines here. 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. Using and adhering to these guidelines will not only help protect our product integrity but will also help customers instantly recognize references to Alexa. A consistent brand and user experience is a large aspect of building trust with customers.
Alexa Built-in products typically require a device with a microphone array for audio pickup, a processor to run the Alexa Voice Service (AVS) client, internet connectivity to send audio to the cloud, and a speaker to play back audio for the customer.
For more details, see the Alexa Built-in Badging Program.
All marketing materials, which include but are not limited to press releases, packaging, retail fixtures, websites, Amazon product detail page content, TV campaigns, and videos that reference Alexa must be sent to the following email addresses for written approval. Please allow up to 10 business days for review and feedback. For more details, see the Brand Review Process.
Alexa Built-in Approvals (US/Global, Non-EU/JP) : firstname.lastname@example.org
Alexa Built-in Approvals (EU) : email@example.com
Alexa Built-in Approvals (JP) : firstname.lastname@example.org
Alexa Built-in Approvals (IN) : email@example.com
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