Alexa Built-in Badging Program

Alexa Built-in (ABI) badging is an enhanced marketing program that encourages device makers to create high quality, Alexa-integrated products, ensuring your customers have an intuitive, hassle-free Alexa experience. When your products fulfill the requirements, they can carry the Alexa Built-in badge on product detail pages and product packaging. When customers see the badge, it increases confidence that your products integrate seamlessly with Alexa, which in turn increases traffic.

Some of the ABI badge program requirements are implementation methodologies, some are hardware requirements, and others require the integration of additional binary libraries or software functions beyond the core AVS Device SDK.

Understand the badging program requirements

To maintain eligibility for the ABI badge, you must comply at all times with the program requirements described in this document, the Alexa Built-in Trademark Usage Guidelines, and the Amazon Alexa Brand External, which may be updated from time to time.

Alexa Built-in badge approval is determined on a product-by-product basis. ABI badging of one of your products does not guarantee that your other AVS products will be certified or approved to use the ABI badge. If you would like to seek ABI badging for multiple AVS products, please submit each of them for certification.

Build the required features and functions

To be eligible and obtain approval for the badge, device makers must deliver an optimal customer experience by implementing the following Alexa features. For headless speakers (products with no GUI), soundbars, and audio/visual receivers (AVRs), you can meet a large portion of these requirement simply by using the AVS Device SDK, or leveraging the extensions and Alexa API interfaces associated with these features.

Setup and authentication

Your headless product must support customer setup through your own mobile companion app with a hosted splash screen. To allow your customers to use Login with Amazon (LWA) to connect their Amazon account, learn to Authorize from a Companion App.


Wake word verification— To ensure a hands-free experience, support voice-initiated interactions with a cloud-based wake work engine. See the Requirements for Cloud-Based Wake Word Verification.

Speech recognition— When customers ask a question or make a request, Alexa Built-in products must be able to capture and recognize speech as utterances. The core API interface for the Alexa Voice Service is the SpeechRecognizer Interface.

Speech synthesis— Your product must also be able to process Alexa's response from the cloud. Learn more about the SpeechSynthesizer Interface.

Streaming and controls

Music service providers— Your product must support all Alexa music services available in each country where you plan to launch. This includes Spotify, Amazon Music, Audible, eBooks, Kindle books, Flash Briefing, Sports Briefing, and long-form audio skills.

  • The requirements for most Music Service Providers can be fulfilled by integrating the AVS Device SDK.
  • For Spotify, work with your Amazon representative to understand the integration steps.
  • If your product has third-party-initiated music, include additional interfaces for that music service provider.

Transport controls— For the best media streaming experience, your product must allow customers to control the playback of streaming content. Use the following API interfaces, or simply implement the AVS Device SDK.

  • To enable audio playback controls through voice, start with the AudioPlayer Overview.
  • To map playback controls to buttons, see the PlaybackController Interface. If your product has a companion app that contains Now Playing Metadata, your product must also support button actions in your companion app.
  • To let customers adjust volume and mute/unmute your device, you can use the Speaker Interface.

Multi-room music— MRM allows customers to play music from a set of synchronized Alexa Built-in devices. You must ensure your device can be synchronized with other MRM compatible devices. Get started with Multi-room Music, which works as an extension of the AVS Device SDK.

Input controls— If your product provides multiple input sources, such as aux-in or Bluetooth, you must support the ability to select and switch inputs. Review the InputController Interface. This feature can be implemented by using the AVS Device SDK.

Equalizer controls— If your product provides EQ control, the EqualizerController Interface allows a product to adjust equalizer settings using Alexa, such as decibel (dB) levels and modes. Equalizer controls are also covered by the AVS Device SDK.

Alexa behaviors

Alarms, timers, named timers, and reminders— Your Alexa Built-in product must allow customers to set, act on, and cancel alerts. To implement each type, use the AVS Device SDK, or leverage their supporting interfaces. Explore common scenarios in the Alerts Overview.

Notifications— Persistent audio and visual indicators are required to inform customers that new content is available from Alexa skills and domains. Learn to design, deliver, and test Notifications. Work with your Amazon Business Development representative to be added to the allow list for the Notifications Interface.

Do not disturb— Allow customers to block Notifications and communication with the Do Not Disturb Interface. For headless devices, this feature is included when you implement the AVS Device SDK.


Currently, communications features are recommended for speakers, soundbars, and AVRs, but not required. Contact your Amazon Business Development representative to get started with all Alexa Communications features.

Calling— Your product should give customers the ability to place audio calls. (If your device has a display, also support video calling.)

Announcements— Your product should have the ability to send and deliver Announcements. It should also be able to send voice recordings to devices associated with the customer’s account.

Follow the minimum product requirements

Interaction type

Your smart speaker, soundbar, or AVR product must support far-field voice-initiated interactions when the device is wake word-enabled.


Bluetooth— Allow customers to use Bluetooth to connect your device with peer devices, such as smart phones and Bluetooth-enabled speakers, by implementing the AVS Device SDK. Or, learn how Alexa Built-in products can receive Bluetooth directives with the Bluetooth Interface. To support Bluetooth connectivity, also include a Bluetooth driver interface.

Functional and UX design

Customers expect your Alexa Built-in product experience to be familiar and natural. AVS provides functional and design requirements and recommendations to help you avoid issues as you build the required features and prepare for testing.

Security best practices

All device makers must implement all reasonable security measures to prevent unauthorized access to the Alexa Voice Service (AVS) when developing AVS products. To be eligible for the badge, your product must meet the minimum AVS Security Requirements for AVS products.

System and device management

To handle AVS events and directives, you'll need to implement the following core API interfaces. (Each of these are fully covered by the AVS Device SDK.)

Submit your product for testing and certification

Testing and certification for Alexa Built-in products consists of four test categories: Functional, UX evaluation, Music, and Acoustic (far-field) testing. Additional testing is conducted for key features such as Multi-room Music.

Before submitting your product for Amazon testing, your team must undergo Self-testing and third-party security review. Once security and self-test results have been received and approved by Amazon, you can submit your product for Amazon testing and certification.

After your product successfully completes the testing and certification process, it will be approved for launch and will advance to the eligibility verification phase of the Alexa Built-in badging program.

Display the Alexa Built-in badge on

Once your product meets the eligibility requirements described above, the Alexa Built-in badge will automatically be applied on product details pages for the ASINs you specified on your certification intake form.

If your ASIN has changed or a new ASIN has been created for your badged product, contact with the new ASIN and date of certification.

If you have received confirmation from Amazon that your product has been certified with a specific ASIN, but the badge is not appearing on, please contact with the ASIN and date of certification.

Add the badge to your marketing materials

After receiving the Alexa Built-in badge, you are also eligible to apply to use the badge on product packaging and other marketing materials. All marketing materials must comply with the Alexa Built-in Trademark Usage Guidelines and the Alexa Built-in badge requirements.

Ready for review? Submit your materials to

Maintain a quality product

Customers trust that Alexa Voice Service (AVS) products associated with the Alexa Built-in (ABI) badge meet a high standard for quality and integration with Alexa. To ensure that they continue to meet the quality standards expected with the ABI Program, Amazon may conduct periodic reviews of badged products.

Customer engagement— Each ABI-badged product must maintain a favorable customer experience. We may evaluate the overall customer experience of your product using Amazon customer star-ratings and reviews, Alexa registration rates, or customer engagement rates.

OTA updates— Your AVS device must have an Over The Air Update (OTAU) system to stay up-to-date with the latest applicable AVS API functionality. If Amazon introduces new features or functionality to the AVS APIs for your ABI-certified product, you must update your Alexa integration to include the new feature or functionality as applicable. When you update your product using an OTAU, you may need to re-certify your AVS products to maintain eligibility for ABI badging.

Additional resources