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Brand Colors

Amazon Prime brand color palette

Entertainment / LogisticsFounded 2005Last verified 2026-02-11
Informational purposes only. Not affiliated with Amazon.com, Inc.

Did you know?

Prime Blue distinguishes the subscription service from the main retail brand...

Brand story

While the core Amazon brand is built on orange and black, Prime introduced a lighter, 'Electric Blue' to signal its identity as a digital-first streaming and premium delivery service. This blue is intended to feel more like 'entertainment' while still maintaining the friendly 'smile' connection via the secondary orange accent.

Palette and usage

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Prime Blue

Primary

#00A8E1

HEX #00A8E1 路 rgb(0, 168, 225) 路 hsl(195, 100%, 44%)

Speed, digital fluidity, premium service.

Contrast best: 7.69 (AAA)Recommended: Black text
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Amazon Smile Orange

Secondary

#FF9900

HEX #FF9900 路 rgb(255, 153, 0) 路 hsl(36, 100%, 50%)

Satisfaction, energy.

Contrast best: 9.81 (AAA)Recommended: Black text
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Sources