Review Process


Marketing Creative Checklist

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.

Do These

  • Utterances and Responses are Real: Please ensure that any Alexa utterances shown in content are true to actual customer experience (real/repeatable by customers). The utterance used must be real, and Alexa’s response to the utterance must be what she would say through actual use in response to the utterance. It may be ok to truncate responses for creative timing, but it is not ok to create fictional use cases or responses.

    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 Use “Alexa” Wake Word at Start of Utterances: Always include the wake word “Alexa” in utterances. Wake words come at the beginning of an utterance.
  • Protecting False Wakes: If your creative has any audio containing a wake word (Alexa), please follow the fingerprinting submission process here. This requires submitting your final audio 10+ days in advance if TV content, and 2+ days in advance if digital/social/radio or other content so it is important to plan these SLAs into creative production.
  • Don’t Start with “Alexa”: When building content with the “Alexa” wake word, please ensure that the 3 seconds immediately before and after the “Alexa” wake word have distinguishable audio content (no silence) at a volume similar to that of the "Alexa" wake word. This means media cannot start with “Alexa” right away or it will likely cause issues with our fingerprinting process.
  • SAG Rights: Obtain rights for any talent or content featured in your marketing (see SAG Guidelines for more information).
  • Claims Used: 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.
  • Trademark Attribution: The trademark attribution language should always be included, except if there are space constraints. [AMAZON BRAND], [AMAZON BRAND], and all related marks are trademarks of, Inc. or its affiliates. Each Amazon brand that is depicted in the creative should be included in the attribution. Please see additional trademark guidelines here.
  • Echo Guidelines: If your materials show an Echo device, please ensure you are following the Echo brand guidelines
  • Creative Showing a Driver / Showcasing In-vehicle Capability: Please ensure if your material shows a driver, that the driver has their eyes on the road and hands on the wheel or handlebars. In general, ensure creative for in-vehicle talks about eyes on the road/hands on the wheel as we do not what to describe situations that would lead to distracted driving.

Ensure You Are Not Doing This

  • 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 “always listening” in reference to Amazon Echo or Alexa Built-in devices.
  • Don’t make any marketing of your device overtly attractive to children (i.e., marketing should not encourage children to ask their parents to purchase your device).
  • 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.

Approved Assets For Use:

Images and videos approved to use within marketing materials can be attained here:


Review Process

The following types of marketing collateral must be submitted for review.

  • TV commercials, radio broadcasting, and other video creative
  • Print packaging and point-of-sale assets
  • Sweepstakes or promotions related to Alexa or Alexa-enabled devices
  • Any use of logos on Echo devices
  • Specific use-cases related to the following: kids’ skills, shown or implied use of Alexa by a child (under 13), enterprise, hospitality, or Alexa Smart Properties
  • Any marketing assets that deviate from these brand guidelines
  • Press releases containing a quote from Amazon


Where to submit material for review

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 approval to participate in the Works with Alexa program.
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 Auto, 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.

Blackout 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.

Additional Resources

Alexa Brand Guidelines