Amazon
Est. 1994Amazon's orange arrow (the 'smile' from A to Z) represents the happiness of delivery and the fact they sell everything from A to Z. The orange is warm and inviting — signaling affordability and customer focus. The dark blue footer conveys trust.
Brand Palette — Click to copy
Export Amazon Colors
About Amazon's Color Palette
Amazon's brand identity relies on a carefully chosen palette of 5 colors that communicate the company's values and market position within the tech industry. Founded in 1994, Amazon has refined its visual identity over the years to become one of the most recognized brands in its category.
The primary color, Black (#000000), serves as the foundation of Amazon's visual system and is used across the brand's logo, marketing materials, and digital products. Supporting colors like Orange (#FF9900) provide contrast and visual hierarchy across different applications. Each color in the palette has a specific functional role — from primary brand identification to secondary surfaces, accent highlights, and background elements.
Designers and developers can use these exact color codes to maintain brand consistency across web, mobile, and print projects. All colors on this page are available for export as CSS custom properties, Tailwind CSS config, SCSS variables, and JSON — ready to integrate into any design system or codebase.
Color Breakdown
Black — #000000
Used as primary. RGB: 0, 0, 0.
Orange — #FF9900
Used as accent. RGB: 255, 153, 0.
Blue — #146EB4
Used as link. RGB: 20, 110, 180.
Light Gray — #F3F3F3
Used as background. RGB: 243, 243, 243.
Dark Blue — #232F3E
Used as footer. RGB: 35, 47, 62.
Frequently Asked Questions
What are Amazon's official brand colors?
Amazon's official palette consists of 5 colors: Black (#000000), Orange (#FF9900), Blue (#146EB4), Light Gray (#F3F3F3), Dark Blue (#232F3E). These colors are used across Amazon's logo, website, marketing materials, and product interfaces to maintain a consistent brand identity.
What is the hex code for Amazon's primary color?
Amazon's primary brand color is Black with the hex code #000000. This color is used as the primary identifier for the brand and appears prominently in the logo and key marketing materials.
Can I use Amazon's colors in my project?
The color values (hex codes, RGB, HSL) listed on this page are factual information and can be referenced freely. However, using colors in combination with Amazon's logo, name, or other trademarked elements may require permission. Always check the brand's official guidelines for commercial usage.
How do I export Amazon's colors for my code?
Use the export buttons above to copy Amazon's colors as CSS custom properties, Tailwind CSS config objects, SCSS variables, or JSON. Each format is ready to paste directly into your codebase or design system configuration file.