How to Interact with Alexa

Amazon, Alexa, and all related marks are trademarks of, Inc. or its affiliates.


  • Use working utterances and approved Alexa responses. Customers should be able to replicate the experience with little to no friction. For examples of working utterances, see the All Things Alexa page
  • Validate your utterances and responses on the device depicted. Test your utterance 3 times on the featured device to ensure it functions properly. 
  • Always use “Alexa” as the wake word at start of utterances. Never refer to Alexa with “Hey” in any utterance (e.g., “Hey Alexa”).
  • Use commands, not questions. Having customers say commands to Alexa is preferred to asking questions. (e.g., “Alexa, find me a breakfast place.” is preferred over “Alexa, any breakfast places nearby?”)
  • Protect against false wakes. Any audio containing a wake word (Alexa, Amazon, Echo, Computer) must be submitted for Audio Fingerprinting. Please take note of the SLAs associated with this process. 
  • Reinforce the power of hands-free. Highlight voice-first interactions, such as multi-tasking or hands-free scenarios, which demonstrate how Alexa can make the traditional way of doing things better and easier.
  • Interact naturally. Talk at a normal pace and volume like you would with a friend vs. projecting/leaning towards the device.
  • Use appropriate claims. 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.
  • Obtain proper rights. Secure rights for any talent or content featured in your marketing. See SAG Guidelines for more information.


  • Don't create fictional use cases or responses from Alexa. It’s okay to truncate responses for creative timing, but you should never paraphrase the answer. The overall interaction must be replicable. 
  • Don't start with “Alexa.” Content that includes “Alexa” as the wake word should have 3 seconds of distinguishable audio content (no silence) immediately before and after the wake word. This means media cannot start with “Alexa” right away or it will cause issues with Audio Fingerprinting.
  • Don’t joke about privacy. Don’t use the term “always listening” in reference to Amazon Echo or Alexa Built-in devices. Don’t imply that Amazon or Alexa know everything about you. Don’t feature Alexa in anything suggesting spying, privacy violations, or surveillance. Visit for examples of how to accurately describe wake word detection and other privacy features.
  • Don’t satirize Alexa or Echo devices. Don’t make Alexa the subject of a joke (though she can be in on the joke) or show Alexa responding inaccurately/mishearing a request. 
  • Don’t use controversial or derogatory language. Don’t interact with Alexa using dialogue that is offensive, abusive, or politically charged. Additionally, don’t include Alexa as part of a statement that is derogatory to the Echo product.
  • Don’t shout or lean in to the Echo to talk. Portraying users shouting at or leaning into devices lessens the perceived value of voice-first interactions. Far-field technology hears voice easily. That said, the device shouldn’t be placed across the room from the talent delivering the utterance(s). 
  • Don’t feature use cases that diminish Alexa's utility or the power of hands-free. Don’t stop what you’re doing to interact with Alexa; multitasking is a use case that reinforces the benefit of voice control. Additionally, avoid situations where Alexa doesn't add value or could easily be replaced. 
  • Don’t portray inaccurate wake commands. Don’t say “Hey Alexa” or use any sound effects (snap, whistle, clap, etc.) when delivering the utterance. We don’t want the audience to interpret the additional sound or gesture as part of the wake command.
  • Don’t have Alexa speak unprompted. Alexa can only respond after the user engages the device by saying a wake word.  
  • Don’t make comparative claims. For example, don’t say that Alexa is compatible with more smart home devices than competitors.
  • Don’t let non-device owners interact with the device. Legal terms and conditions require that only the device owner can interact with the device. Immediate family members with a clear connection to the device owner are fine (e.g., spouse, teenage daughter), but a friend or housekeeper is not.
  • Don’t ask Alexa to confirm a purchase. If you are using a shopping utterance in your audio, do not confirm the purchase. 


Additional Resources

Echo Brand Guidelines