In order for customers to enjoy the benefit of Alexa on their speaker and soundbar 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 the benefits of voice on speakers and soundbars.
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 Speakers and Soundbars, you can use branding and messaging at point of sale on physical displays, on detail pages and digital banners, social media posts and in retail sales person training.
Integrated messaging is available here.
We recommend including a physical Alexa Quick Start Guide inside your product’s packaging. This guide should communicate the value of Alexa and help customers understand how to get started with Alexa.
For an approved-for-use example, download our reference design.
Alexa Setup and Authentication screens must be included in your device or companion app’s first-run experience. These screens communicate the value of Alexa and help customers connect your device to their Amazon account.
Post purchase notifications (email and app notifications) will continue to remind the customer of the additional value of Alexa that comes with their speaker or soundbar.
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.
Use Amazon Marketing Services (AMS), a self-service, pay-per-click targeted ad platform to drive awareness and traffic to your detail page. For this paid opportunity you must be an Amazon vendor. To sign up, access Vendor Express. Then log in to Amazon Vendor Central, find the Advertising tab, and select Advertising at Amazon.
Vendors can action their own vendor funded price discounts, Amazon Best Deal, and Lighting Deal promotions on products they are selling on Amazon.com through Vendor Central. To use these tools, log in to Amazon Vendor Central. Under the Merchandising tab, select Promotions.
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) : email@example.com
Alexa Built-in Approvals (EU) : firstname.lastname@example.org
Alexa Built-in Approvals (JP) : email@example.com
Alexa Built-in Approvals (IN) : firstname.lastname@example.org