In order for customers to enjoy the benefit of Alexa on their hearable product, 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.
Create awareness of Alexa and land benefits of voice on hearables.
Deliver a simple Out of Box Experience (OOBE) that guides the customer through Alexa setup.
Educate customers on Alexa features and functionality post purchase.
To drive awareness of Alexa on Alexa Built-in Headphones, 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 here.
You are encouraged to mention the #AskAlexa hashtag in social media posts. Amazon does not use the #Alexa or #Echo hashtags in our social copy and we ask that you avoid those as well.
Post purchase notifications (email and app notifications) will continue to remind the customer of the additional value of Alexa that comes with their Hearable and Wearable.
For each locale where your product will launch, follow these guidelines:
Trademark attribution should be included with every usage of the Alexa brand. On digital assets that are too small in size to include Trademark attribution, the attribution must be included to linked content.
|US||Amazon, Alexa and all related logos are trademarks of Amazon.com, Inc. or its affiliates.|
|UK||Amazon, Alexa and all related logos are trademarks of Amazon.com, Inc. or its affiliates.|
|DE||Amazon, Alexa und alle zugehörigen Logos sind Marken oder eingetragene Marken von Amazon.com, Inc. oder eines verbundenen Unternehmens.|
|JP||Amazon, Alexa および関連するロゴはAmazon.com, Inc. またはその関連会社の商標です。|
|IN||Amazon, Alexa and all related logos are trademarks of Amazon.com, Inc. or its affiliates.|
As you launch your Alexa Built-in product, we recommend participating in the following marketing activities.
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.
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