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 libraryHEX #FF9900 路 rgb(255, 153, 0) 路 hsl(36, 100%, 50%)
Friendliness, satisfaction, energy.
Contrast best: 9.81 (AAA)Recommended: Black text
View color detailsHEX #000000 路 rgb(0, 0, 0) 路 hsl(0, 0%, 0%)
Authority, vastness.
Contrast best: 21.00 (AAA)Recommended: White text
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