How to Describe Alexa


What to Do

  • Reinforce the power of hands-free, voice-first interactions by highlighting situations where customers are multitasking or their hands are occupied.
  • Reinforce the usage of Amazon devices and Alexa in a customer’s daily routine as helpful, useful, and entertaining; solving problems/enhancing lives, and enabling accomplishment of the customer’s needs.
  • Highlight the personal relationship customers have with Alexa.
  • Use exact Alexa utterances when demonstrating how to interact with Alexa, or when demonstrating capabilities and features. Examples of utterances include: “Alexa, what’s on my calendar today?” “Alexa, play song of the day.” “Alexa, add milk to my shopping list.” Additional Alexa utterances can be found on the All Things Alexa page.
  • If you make any claims about Amazon devices (e.g., fills the room with immersive, 360-degree omni-directional audio), please use the claims listed on our product detail pages.
  • Use utterances that have been tested and validated. Test your utterance three times to ensure it functions properly. For examples of good utterances to use, see the All Things Alexa page.
  • Always include the wake word “Alexa” in utterances. Wake words come at the beginning of an utterance.
  • Obtain rights for any talent or content featured in your marketing (see SAG Guidelines for more information).
  • If your creative has any audio containing a wake word (Alexa, Amazon, Echo, Computer), follow the fingerprinting submission process.


What to Avoid

  • Don’t refer to Alexa as a platform or ecosystem.
  • Don’t use the following terms to describe Alexa: personal assistant, virtual assistant, or robot.
  • Do not refer to Alexa with “hey” in any utterances when promoting or co-marketing with Alexa and Echo (e.g., “Hey Alexa”).
  • Don’t use the term “listening” to describe how Amazon Echo or Alexa Built-in devices work. Visit for examples of how to accurately describe wake word detection and other privacy features.
  • Don’t make any comparative claims (e.g., “compatible with more smart home devices than competitors”).
  • Don’t diminish the power of hands-free, voice first interactions by portraying users shouting at or leaning into devices.
  • Don’t confirm a purchase if you are using a shopping utterance in your audio.

Additional Resources

Echo Brand Guidelines