SAG Guidelines

Please note that the talent that provides the voice for Alexa is a SAG-AFTRA member. Please let us know if you'd like us to provide you with contact information for her agent. Amazon is not a SAG-AFTRA signatory, and Amazon's agreement with the voice talent does not cover fees that may be owing by third parties who use the voice of Alexa in advertising, television or other video productions that fall under the jurisdiction of SAG-AFTRA. Third parties using the voice of Alexa need to determine whether their productions fall under SAG-AFTRA, which typically occurs when either a) the third-party advertiser or its agency is a SAG-AFTRA signatory; or b) the production uses on-screen or other voiceover talent who is a member of SAG-AFTRA. Amazon cannot make this determination for third parties and is not responsible for fees owing in connection with the voice of Alexa that arise from the SAG-AFTRA status of a third-party production. In our experience, inclusion of the voice of Alexa in a SAG-AFTRA commercial spot can trigger claims from SAG-AFTRA if rights are not negotiated with the talent. If you are uncertain about the SAG-AFTRA status of your production or your obligations in connection with use of the voice of Alexa, please contact your legal and/or business affairs team for guidance.


Submission Process

Please reach out to Your Amazon contact or the appropriate alias listed in review process for further questions or support.

Additional Resources

Find UI guidelines for Amazon devices


Echo Brand Guidelines