Brand Colors
Amazon brand color palette
Technology / E-commerceFounded 1994Last verified 2026-02-11
Informational purposes only. Not affiliated with Amazon.com, Inc.
Did you know?
The Amazon orange 'smile' connects A to Z with a promise of satisfaction...
Brand story
The orange arrow in the Amazon logo serves two purposes: it represents a smile of a satisfied customer and it connects the letter 'A' to 'Z', symbolizing that they sell everything. The orange hue was chosen for its association with happiness and energy, reinforcing the brand's customer-obsessed culture.
Palette and usage
Browse color libraryAmazon Orange
Vibrant
#FF9900
HEX #FF9900 路 rgb(255, 153, 0) 路 hsl(36, 100%, 50%)
Friendliness, satisfaction, energy.
Contrast best: 9.81 (AAA)Recommended: Black text
View color detailsAmazon Black
Neutral
#000000
HEX #000000 路 rgb(0, 0, 0) 路 hsl(0, 0%, 0%)
Authority, vastness.
Contrast best: 21.00 (AAA)Recommended: White text
View color details