All content that includes Echo devices and/or Alexa must adhere to the guidelines found in this portal and properly represent the brand. Before moving through the review process outlined below, ALL content/ creative needs to be reviewed against the Alexa and Echo guidelines. These guidelines are a self-serve tool for marketers to use to make sure they are accurately representing the brand. Marketers are expected to review content against guidelines and update creative BEFORE submitting for review. The review team will not review or approve content/ creative that includes inconsistencies outlined clearly in the guidelines.
The below checklist is intended to provide a quick checklist of things to confirm are considered when developing content that incorporates the Alexa brand to your marketing content. Please ensure all of the below are followed before submitting content for formal review and approval following the review process.
Protecting Against False Wakes
Utterances and Light Ring
Legal & TM
If you have a key point of contact at Amazon, please submit to them for review. If not, please use one of the email aliases below:
For marketing approval of Alexa Automotive programs.
For marketing approval of Works With Alexa and Alexa Smart Home content.
For approval of Alexa Skills content.
For approval of content related to Alexa Smart Properties
For marketing approval of Alexa Built-in devices.
For approval of content that includes an Echo product but is not Alexa Built-in, Alexa Automotive, Smart Home/Works With Alexa, Skills or Smart Properties content. Please use above aliases if one of the later.
Please allow up to 10 business days for review and feedback (minimum 2 days). This could be longer during peak periods or if the request requires significant back-and-forth.
Blocked dates: note that review of content will not be conducted 12/13 – 12/31. Please ensure any assets needed in this timeframe are submitted by final cutoff of 12/10. Review will pick up again on the second Monday of January.