Technology
Amazon Color Codes
Amazon's colors are orange #FF9900 and black #000000, and the orange appears only in the arrow beneath the wordmark. The Amazon color codes in Hex, RGB and CMYK can be found below. Jeff Bezos registered the business as Cadabra in 1994, then renamed it in November of that year after the river. The one other orange in this category belongs to Xiaomi, close but not identical at #FF6900.
Primary colors
What are Amazon Primary Colors?
Amazon's primary color is orange #FF9900, with black #000000 carrying the letters.
Amazon publishes no public CMYK or Pantone sheet, so both are shown below as conversions and nearest matches.
Amazon Orange
| Hex | #FF9900 |
|---|---|
| RGB | 255, 153, 0 |
| HSL | hsl(36, 100%, 50%) |
| CMYK | 0%, 40%, 100%, 0%converted · approximate |
| Pantone | PMS 1375 Cnearest match · not published by the brand |
Amazon Black
| Hex | #000000 |
|---|---|
| RGB | 0, 0, 0 |
| HSL | hsl(0, 0%, 0%) |
| CMYK | 0%, 0%, 0%, 100%converted · approximate |
| Pantone | PMS 419 Cnearest match · not published by the brand |
Amazon Hex Color Codes
Amazon hex color codes are #FF9900 for orange and #000000 for black.
| Color | Hex |
|---|---|
| Orange | #FF9900 |
| Black | #000000 |
Amazon RGB Color Codes
Amazon RGB color codes are 255, 153, 0 for orange and 0, 0, 0 for black. Reach for RGB when a tool wants channel numbers or a CSS alpha value.
| Color | RGB |
|---|---|
| Orange | rgb(255, 153, 0) |
| Black | rgb(0, 0, 0) |
Amazon HSL Color Codes
Amazon HSL color codes are 36, 100%, 50% for orange and 0, 0%, 0% for black. Change the third value for a lighter or darker version without moving the hue.
| Color | HSL |
|---|---|
| Orange | hsl(36, 100%, 50%) |
| Black | hsl(0, 0%, 0%) |
Amazon CMYK Color Code
Amazon CMYK color codes are conversions from the hex, because the brand publishes none. Check a printed proof before a full run.
| Color | CMYK |
|---|---|
| Orange | 0%, 40%, 100%, 0% |
| Black | 0%, 0%, 0%, 100% |
Amazon Pantone Color Codes
Amazon Pantone color codes are nearest matches by color distance, not brand specs. The table shows the closest swatch for every color.
| Color | Nearest Pantone |
|---|---|
| Orange | PMS 1375 C |
| Black | PMS 419 C |
Logo
Amazon Logo Colors
Amazon logo colors are orange on the arrow and black on the wordmark.
Amazon Logo Colors Palette
What the Amazon Logo Colors Mean?
The Amazon logo colors exist to point at the arrow. Turner Duckworth drew the mark in 1999, and the orange stroke runs from the a to the z, which is the claim: everything from A to Z. Curved the way it is, it reads as a smile at the same time. Black holds the wordmark because an orange wordmark at small sizes would swallow the arrow, and the arrow is the part doing the work.
Amazon Logo Color History
Amazon logo color history is unusually short. Turner Duckworth set orange against black in 1999 and neither value has moved since, which is rare for a company that has redrawn most of its sub-brands more than once in the same period.
Amazon Logo JPG
Amazon logo in JPG. No transparency, so it is flattened onto white. Safe for documents and slide decks.
Amazon Logo PNG
Amazon logo in PNG, with a transparent background. Use it over a colored surface.
Amazon Logo WebP
Amazon logo in WebP. Same transparency as the PNG at about a third of the file size.
Amazon Color Code Shades
Amazon color code shades step evenly from the primary toward black, for hover states, borders and shadows.
These are interface steps, not Amazon paint or trim names.
In code
Using the Amazon palette
CSS custom properties
:root {
--amazon-orange: #FF9900;
--amazon-black: #000000;
}Contrast against white
| Orange | 2.14:1AA × |
|---|---|
| Black | 21.00:1AA ✓ |
Brand colors are chosen for recognition, not for legibility. A failing value here is normal. It means use it as a fill, not as text.