Amazon Brand Guidelines You Must Know To Avoid Getting Penalized

amazon brand guidelines

Last updated on June 23rd, 2023

Written by Mohamed Aden

Amazon has been helping sellers worldwide for more than two decades now. The platform allows retailers to use their online marketplace to sell their products and automatically gives them access to its enormous customer base. An Amazon seller can even place Amazon's logo or trademarks on their advertisements as long as they comply with Amazon brand guidelines.

Amazon PPC optimization is not just about adjusting bids and using high-converting keywords. You must also enhance the appearance of your ads, like the CTAs, colors, images, and logos. One foolproof way to attract more customers is placing an Amazon brand logo on your PPC campaign. However, you can't do it on a whim.

This article will discuss some of the brand guidelines you must keep in mind to avoid being penalized and where you can use their logo for your Amazon PPC marketing campaigns.

Understanding Amazon Brand Guidelines

"You may not use any Amazon logos or other Amazon trademarks, other than the Badge, in your online or offline marketing materials (including product listings on Amazon websites) unless you have written permission from Amazon."

We got you there, right? You almost lost hope at the "You may not use any Amazon logos or other Amazon trademarks..." But as you continue reading, the rest puts that smile back on your face.

So, what is the lesson here? Read and understand Amazon's rules and guidelines from top to bottom and front to back. Otherwise, you may miss an opportunity to put an Amazon logo on your ad or get penalized because you're unaware of their terms of service.

Now, let us go back to the quote above. It is not just a quote but one of the hundreds of rules the platform has laid out for Amazon sellers. It states that you must have written permission from Amazon before using logos, trademarks, or any other brand elements. 

You must also follow the guidelines below.

  1. Call-to-Action (CTA) and Messaging

As a review, a call-to-action or CTA is a short phrase in an advertisement that tells customers what action to take after they click on a PPC ad. For example, an Amazon PPC marketing ad with "Add to Cart" as its CTA should direct the customer to a View Cart page.

Overall, the recommended CTAs in the brand guidelines on Amazon are as follows:

Shopping CTAs

  • Shop now at 
  • Shop now
  • Pre-order now
  • Clip coupon
  • Add to Cart

Interaction CTAs

  • Learn more
  • See more
  • Watch now
  • Expand ad
  • Close

Amazon-Branded Text Links

Meanwhile, here are allowed Amazon-branded text links:

  • Learn more
  • See details
  • Watch now

If you're planning to use an Amazon-branded text link, follow these standards:

  • Font and Size: For small ads, it should be Frutiger 57 Condensed, in size 11.5. On the other hand, large ads should be set to Frutiger 67 Condensed at 14 point. 
  • Length: The phrase should not exceed 30 characters and on a single line only.
  • Color: You can use any color with the following conditions:
  • CTA elements like arrows, text, and underlines should have the same base color.
  • The CTA complements the promotional graphic.
  • The CTA stands out from the Amazon PPC marketing ad.
  • Graphical Styling: There should be one pixel of clear space on either side of each descender.
  • Special Offers and Discounts aren't allowed in the text link, such as "save $1" or "10% off."

Amazon-Branded Buttons

You may also use Amazon-branded button CTAs when text links aren't visible enough. These include "Add to Cart," "Add to Wish List," "Shop Now," and "Clip Coupon." But you can only use these on ecommerce ads, and they should be displayed based on the brand guidelines of Amazon. 

This is because Amazon's brand buttons are an essential part of the shopping experience on the platform.

2. Amazon Capitalization and Punctuation

The word "Amazon" should be in the title case (all capitals or lowercase not allowed).

AllowedNot Allowed
Shop Now at Shop now at AMAZON.COM
Shop now at
Shop now at

3. Amazon Brand Phrases

Amazon uses a variety of gimmicks on its platform to encourage customers to make a purchase. You may also use these proprietary phrases and terms, but they require Amazon's permission first:

  • Gold Box
  • Deal of the Day
  • Super Saver Shipping
  • 1-Click
  • Seller Central
  • Wish List (or Wishlist)
  • Today's Deals
  • Subscribe & Save
  • Kindle
  • Amazon Mom
  • Look Inside the Book
  • Similar phrases (e.g., "One Click Install")

But when one of these terms is used in a blog post, you don't need Amazon's approval.

  1. Colors

If your Amazon PPC marketing campaign has similar colors to Amazon's brand colors, it must be slightly different from the page to make it stand out. For your reference, here are the specific Amazon brand colors:

amazon brand colors

Source: Screengrab from

Additionally, you can't use both in any graphical treatment if you aim to imitate the Amazon brand.

  1. Logos and Imagery

You cannot mistake that signature orange smile. And the way it connects the letters "A" and "Z"? Brilliant. This is why Amazon fights tooth and nail to guard its precious logo. They also set standards on how it must look in a co-branded campaign, as follows.


The logo should be no smaller than 1" wide for print, or 72 pixels on the screen.

Clear Space

It is the space around the logo, and it is based on the logo's bold letter 'o.' It looks like this:

amazon brand logo with full width of "o" on both sides of the horizontal space and a half height of "o" on the vertical space

Source: Screengrab from


Amazon's corporate colors are Black and Amazon Orange. When the logo uses one color only, a black or white smile is permitted—never gray.

from left to right: amazon letters in white and the smile in amazon orange against black background and white amazon letters and smile in black background

Source: Screengrab from

You should not alter the appearance or proportion of the logo. Use the guidelines below:

  • Don't use unapproved colors.
  • Don't outline the logo.
  • Don't modify or recreate the provided artwork.
  • Don't insert the logo in a sentence.
  • Don't layer other content on the top or below the logo.
  • Don't use the logo without the smile.
  • Don't place the logo on a patterned background.
  • Don't place a drop shadow behind the logo.
amazon corporate colors

Source: Screengrab from

Additionally, you must seek approval from the Amazon brand team if you want to use only the logo's arrow or smile.

  1. Product Imagery

Amazon brand guidelines also include the rules when selecting a photo for your PPC ads:

  • You must own the rights to all the imagery used in your Amazon PPC marketing ads.
  • Product imagery should not be sourced from Google or any other search engine site.
  • Product imagery must be related to the offered product or promotion.
  • Seek approval first before using any advertisement imagery.

You may use the guidelines above as a part of your weekly Amazon PPC optimization. It may not improve your Amazon CPC (cost per click) right away, but adding an Amazon brand logo can be a magnet for clicks and conversions.

Where To Place Amazon Logo or Trademarks

We've established that you must secure written approval from Amazon before using its official brand elements like logos, CTAs, colors, and more. But where can you use them? This is where the concept of co-branding enters the picture.

In co-branding, you can add an Amazon brand logo or any branding elements in your PPC ad. But here's the catch: you can only use it off Amazon. You’re not allowed to use the logo on Amazon. Why? Customers might mistake it as a product offering of Amazon itself. It also misrepresents the Amazon logo, deceiving and misleading consumers.

The Amazon advertising products you can use outside its marketplace are Sponsored Display ads and Amazon DSP (Demand-Side Platform).

In Closing

You don't need to be an Amazon PPC expert to understand why the number one online marketplace is adamant about protecting its intellectual property. They even have detailed brand guidelines that you must know like the back of your hand. 

It is not only for the sake of lowering your Amazon CPC. Following their guidelines is crucial to keep being an Amazon seller. Otherwise, all your hard work will go down the drain.
If you want to understand more about Amazon brand guidelines, Seller Interactive has experienced Amazon PPC experts willing to help you with your Amazon PPC concerns. Contact us today.

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