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Marketing and Brand Guidelines

Your Product and the Amazon Alexa Brand

Overview

Thank you for integrating Amazon Alexa with your device. We are excited for your involvement with Amazon Alexa and look forward to your product going to market. This page provides an Amazon Alexa brand and messaging overview for how to integrate Amazon Alexa into your marketing including packaging, promotional materials, advertising. It also includes an overview of marketing recommendations and opportunities.

Marketing Approval Process

All marketing materials which include press releases, packaging, retail fixtures, websites, crowdfunding sites, Amazon product detail page content, and videos that reference Amazon Alexa must be sent to avs-marketing-review@Amazon.com for approval before use. Marketing approvals may take up to 10 business days.

Materials

The following package contains Amazon Alexa badging assets and guidelines:

The Amazon Alexa badging assets and guidelines are made available as “Alexa Materials”. Your use of these materials is subject to, and you agree to be bound by, the Alexa Voice Service Terms and Agreements.

Amazon Alexa Brand and Messaging Guidelines

Below are guidelines for how to integrate Amazon Alexa assets into your marketing and promotional efforts. All materials must be approved in advance of publication.

Required:

  • Thoroughly review and adhere to all badge guidelines as well as the Alexa Voice Service Terms and Agreements.
  • Use approved Alexa descriptions and utterances as outlined in the “How to Talk About Alexa” section.
  • Submit all packaging and marketing materials (including PR) that mention “Amazon Alexa,” for Amazon approval.
  • Integrate the “Amazon Alexa” badge into packaging, online placements, and marketing collateral.
  • When using the Amazon Alexa badge on product packaging please include the required language “Amazon, Alexa and all related logos are trademarks of Amazon.com, Inc. or its affiliates.”
  • Use Alexa utterances that have been expressly approved by Amazon or are from the “Things To Try” section of the Amazon Alexa app. Please check utterances function properly with your device.

Do Not:

  • Do not use the terms “Personal Assistant” or “Virtual Assistant” to describe or in same context as Alexa.
  • Do not refer to your relationship with Amazon or Amazon Alexa as a “partnership”.
  • Do not show children under the age of 13 or that appear to be under the age of 13 (“children”) using Alexa in any marketing materials. While you may show families or children in your marketing materials, children should never be shown interacting with Alexa, and Alexa services should never be portrayed as being directed to or intended for children.
  • Do not make any marketing of your device overtly attractive to children (e.g., the marketing should not encourage children to ask their parents to purchase your device).
  • Do not use logos of any Alexa supported third party services such as TuneIn or SmartThings on marketing or packaging unless you have reached out directly to those services for permission.

Amazon Alexa Badge Usage

You may use either the primary or secondary Amazon Alexa badges below in any marketing including digital, video, and social. Only the primary Amazon Alexa badge with the tail at the bottom should be used when grouped with other badges like on physical packaging and in-store point-of-purchase materials. Please see badge guidelines for additional information.

Logo usage.

  Do not use the Alexa icon in isolation by removing elements of the above Amazon Alexa badge. Do not use the Amazon Alexa Badge in line with other copy or text.

Logo usage.

The above Amazon Alexa badges are made available as “Alexa Materials”. Your use of these materials is subject to, and you agree to be bound by, the Alexa Voice Service Terms and Agreements. You must include the required language “Amazon, Alexa and all related logos are trademarks of Amazon.com, Inc. or its affiliates.” with any legal copy. To use iconography from related Amazon brands such as Audible, Amazon Prime Music, and the Amazon Appstore, you must request permission as part of the marketing approval process.

How to Talk About Alexa

What is Alexa:

Alexa is Amazon’s cloud-based voice service.

Alexa short description:

Amazon Alexa is built in the cloud, so it is always getting smarter. Ask Alexa to play music, hear the news, check weather, control your smart home, and more.

Alexa long description:

Amazon Alexa is built in the cloud, so it is always getting smarter. The more you use Alexa, the more it adapts to your speech patterns, vocabulary, and preferences with new features continually being added. Ask Alexa to answer questions, play music, hear the news, get weather and traffic reports, control your smart home, and more.

How to describe your product’s integration with Alexa:

Refer to your product’s integration with Alexa as “with Amazon Alexa”. Example 1: “[Product Name] with Amazon Alexa”.

How to describe how to interact with Alexa:

When messaging how users interact with Alexa, use the tagline “Just Ask” for a hands-free, “Just Tap and Ask” for a push-to-talk Alexa experiences like on the Amazon Tap, and “Just Press and Ask” for touch based Alexa experiences like on a tablet device.

How to use Alexa utterances:

Utterances are the commands that trigger Alexa actions, for example “Alexa, What is the weather”. You can use approved utterances which can be found in the Things To Try section in the Alexa app. Use of any other utterances in marketing material will need to be approved through the marketing approval process. We also encourage the use of utterances that feature Alexa Skills created by our community of skills developers, but require those be approved by Amazon through the marketing approval process. Please include the wake word “Alexa” in utterances.

If you would like to use any trademarked name in your marketing material for example “Alexa, play Adele” or “Alexa, did the New York Giants win last night”, please obtain the written consent of the trademark owner and submit proof of such consent to Amazon with your marketing approval request.

How to use Alexa in Social Media:

You are encouraged to mention the #AskAlexa hashtag in social media posts. Amazon does not use the #Alexa or #Echo hashtags in our social copy and would encourage you to avoid those.

Marketing Recommendations and Opportunities

As you launch your Amazon Alexa certified product we recommend participating in the following marketing activities:

  • Press release and/or media briefings
  • Inclusion of “Amazon Alexa” badge on packaging, and in-store, point of purchase materials
  • Outreach to your customer base through social, email, etc
  • Digital or social campaigns to drive awareness and traffic to your Amazon detail page*
  • Integrating “Amazon Alexa” badge or messaging into mass advertising (print, TV, OOH, radio, etc)
  • Customer education around how to use Alexa such as using basic utterances and approved skills. Possible channels include the out-of-box experience, emails, quick start or user guides, etc. We encourage pointing customers to our Things To Try, Alexa Skills Guide and Alexa Smart Home pages in your various marketing channels to educate customers on how to get the most out of Alexa.

Amazon Paid Opportunities (Must be an Amazon vendor – See Vendor Express to get signed up):

  • Amazon Marketing Services (AMS): A self-service, pay-per-click targeted ad platform to drive awareness and traffic to your detail page. To use, log onto Amazon Vendor Central, under the Advertising tab and select Advertising at Amazon.
  • Promotional Tools: Vendors can now action their own vendor funded price discounts, Amazon Best Deal, and Lighting Deal promotions on products they are selling on Amazon.com through Vendor Central. To use, log onto Amazon Vendor Central, under the Merchandising tab and select Promotions. Please note all deals need to be submitted 4 weeks prior to the desired run date. A complete tutorial can be found HERE.

Resources

If you are not yet an Amazon Vendor, please sign up with Vendor Express.