Amazon Brand Colour Reference

The world's largest online marketplace and cloud computing company. Amazon's smile logo and orange-to-dark palette convey warmth, reliability, and everything from A to Z.

Colour references

• Amazon Orange #FF9900
• Amazon Navy #232F3E
• White #FFFFFF
• Dark #131921

The bright orange arrow doubles as a smile and an A-to-Z indicator, creating instant warmth against the corporate navy. It says 'we have everything and we're happy about it'.