Alexa Built-in Smart Speakers & Soundbars

Messaging Playbook

What is this guide?

  • This guide is to help smart speaker and soundbar device OEMs who are eligible to use the Alexa brand, to understand and navigate how to apply the Amazon requirements with their specific product type. Using and adhering to these guidelines is required. A consistent brand and user experience is a large aspect of building trust with customers.

  • If you’ve created a smart speaker or soundbar device with Alexa Built-in and have completed Amazon’s functional, security, and testing requirements, you’re eligible to use the Alexa Built-in badge and certain Alexa messaging in your packaging, advertising and promotional materials.

  • There are additional Alexa brand guidelines beyond this messaging which include Alexa badges and logo requirements, colors, typography, speech bubbles, photography and co-branding guidelines. Please refer to these additional guidelines here.

  • ALL  marketing materials must be sent to Amazon for written review and approval. This guide includes recommended messaging, brand and legal guidelines for you to use as a reference. Using the recommendations in this playbook will accelerate reviews and approvals.


Who are these guidelines for?

Alexa Built-in Device Makers

If you’re building and launching a device with Alexa Built-in, you must adhere to the Alexa guidelines. If your device has the functionality and meets the requirements for both Works with Alexa and Alexa Built-in, Amazon recommends using the Alexa Built-in badge and follow the messaging advice contained in this playbook.  

See Alexa Guidelines

Alexa Built-in products typically require a device with a microphone array for audio pickup, a processor to run the Alexa Voice Service (AVS) client, internet connectivity to send audio to the cloud, and a speaker to play back audio for the customer.

For more details, see the Alexa Built-in Badging Program.


What is the review and approval process? 

All marketing materials, which include but are not limited to press releases, packaging, retail fixtures, websites, Amazon product detail page content, TV campaigns, and videos that reference Alexa must be sent to the following email addresses for written approval. 

Alexa Built-in Approvals (US/Global, Non-EU/JP) :

Alexa Built-in Approvals (EU) :

Alexa Built-in Approvals (JP) :

Alexa Built-in Approvals (IN) :