What font does amazon.com use?

amazon.com’s website uses four typefaces: Amazon Ember (headings), served from m.media-amazon.com; Arial (body text), a system font; Amazon Ember Modern Display, served from m.media-amazon.com; Amazon Ember Modern Text, served from m.media-amazon.com.

What are amazon.com’s brand colours?

The main colours on amazon.com are Midnight Blue (#232F3E), Sienna (#C7511F), Deep Royal Blue (#2162A1), Golden Rod (#EEBA37), Orange (#FF9900) and Orange Red (#FF6200).

What colour is amazon.com’s text and background?

Body text is #0F1111 on a #FFFFFF background.

Where is amazon.com’s logo from?

The logo shown in this guide was found on amazon.com’s homepage. For official logo files and usage rules, check amazon.com’s own brand or press page.

Is this amazon.com’s official style guide?

No. SiteStyleGuide made it from amazon.com’s public web pages on 23 October 2026, and isn’t affiliated with amazon.com. Members can refresh a guide after 90 days to pick up changes.

Unofficial A style guide made by SiteStyleGuide from amazon.com’s public web pages. Not affiliated with or endorsed by amazon.com. The real site is amazon.com ↗

Unofficial style guide

amazon.comstyle guide

amazon.com’s website (amazon.com) sets its headings in Amazon Ember and its body text in Arial. Its palette is led by Midnight Blue (#232F3E), Sienna (#C7511F) and Deep Royal Blue (#2162A1), with #0F1111 text on #FFFFFF. Captured from the live site on 23 October 2026.

Website: amazon.com
Typefaces: Amazon Ember, Arial, Amazon Ember Modern Display
Palette: 4 neutrals, 12 colours, 3 gradients
Captured: 23 Oct 2026 · added by @sitestyleguide

Save Add to collection Share Report

Screenshot of the amazon.com homepage on a desktop screen — Screenshot of amazon.com on a 1440 px desktop screen, 23 Oct 2026.

Screenshot of the amazon.com homepage on a phone — On a phone, 390 px.

Identity & metadata

What browsers, search engines and social cards show before anyone reaches the page, from the homepage’s <head>.

Title &
description

Page title: Amazon.com. Spend less. Smile more.; ● 35 / 60 characters
Meta description: Free shipping on millions of items. Get the best of Shopping and Entertainment with Prime. Enjoy low prices and great deals on the largest selection of everyday essentials and other products, including fashion, home, beauty, electronics, Alexa Devices, sporting goods, toys, automotive, pets, baby, books, video games, musical instruments, office supplies, and more.; ▲ 366 / 160 characters
og:description: Free shipping on millions of items. Get the best of Shopping and Entertainment with Prime. Enjoy low prices and great deals on the largest selection of everyday essentials and other products, including fashion, home, beauty, electronics, Alexa Devices, sporting goods, toys, automotive, pets, baby, books, video games, musical instruments, office supplies, and more.
Language: en-us

In search results

amazon.comhttps://www.amazon.com/

Amazon.com. Spend less. Smile more.

Free shipping on millions of items. Get the best of Shopping and Entertainment with Prime. Enjoy low prices and great deals on the largest selection of everyday …

When shared

amazon.com

Amazon.com. Spend less. Smile more.

Free shipping on millions of items. Get the best of Shopping and Entertainment with Prime. Enjoy low prices a…

Logo & favicons

Found as: CSS background on .logo. PNG, 512 × 256.

Logo

On white

On black

On Midnight Blue

Favicons

1 found

48 px · ICO icon

Amazon.com. Spend less. Smile more.

Light browser tab

Amazon.com. Spend less. Smile more.

Dark browser tab

Colour

Read from the site’s stylesheets and weighted by where each colour is used. Names are the nearest standard colour name. Click a swatch to copy its hex code.

Contrast is against the site’s text colour (#0F1111) and white, using WCAG 2 ratios: 4.5 for body text, 3 for large text.

Colour

Balance

How much each colour is used

White 48.6%
Near Black 18.5%
Off White 8.5%
Dark Grey 5.9%
Midnight Blue 3.7%
Sienna 3.3%
Deep Royal Blue 1.9%
Golden Rod 1.8%
Orange 1.4%
Orange Red 1.3%
Dark Slate Grey 1%
Dodger Blue 1%
Steel Blue 0.8%
Moccasin 0.8%
Crimson 0.8%
Light Royal Blue 0.8%

By how often each colour appears in the site’s CSS, weighted by where (body, headings, buttons), not by area on the screen.

Neutrals

Text, backgrounds and structure

White

HEX

RGB

HSL

OKLCH

CMYK
0 0 0 0

On text
18.94:1 AAA

On white
—

Background, text, border · #rhf .rhf-divider, #rhf .rhf-divider:after
Near Black

HEX

RGB

HSL

OKLCH

CMYK
12 0 0 93

On text
—

On white
18.94:1 AAA

Text, background, border · #nav-flyout-pointsbalance-v2 #points-balance-flyout-container #points-balance-fl, #navbar #nav-fill-search#nav-fill-search.nav-search-muted.nav-search-expanded #n
Off White

HEX

RGB

HSL

OKLCH

CMYK
0 0 0 7

On text
16.33:1 AAA

On white
1.16:1 Fail

Background, border, text · .nav-ewc-persistent-hover.nav-ewc-compact-view .nav-ewc-content:empty::after, #navbar.nav-bluebeacon #nav-search .nav-search-scope
Dark Grey

HEX

RGB

HSL

OKLCH

CMYK
0 0 0 67

On text
2.54:1 Fail

On white
7.46:1 AAA

Text, border, background · .pss-dropdown-title, #navbar #nav-fill-search#nav-fill-search.nav-search-muted.nav-search-expanded #n

Colours

Brand colours and accents, most used first

Midnight Blue

HEX

RGB

HSL

OKLCH

CMYK
44 24 0 76

On text
1.40:1 Fail

On white
13.57:1 AAA

Background, text, border · #navbar.nav-bluebeacon #nav-main, #navbar.nav-bluebeacon #nav-logo-borderfade .nav-fade-mask
Sienna

HEX

RGB

HSL

OKLCH

CMYK
0 59 84 22

On text
4.17:1 AA large

On white
4.54:1 AA

Text, border · #nav-tools .nav-counter, #nav-search .nav-searchbar.nav-active .nav-search-scope
Deep Royal Blue

HEX

RGB

HSL

OKLCH

CMYK
80 39 0 37

On text
3.00:1 AA large

On white
6.31:1 AA

Text, border, background · ul.a-tabs .a-tab-heading.a-active a, #nav-subnav .nav-active
Golden Rod

HEX

RGB

HSL

OKLCH

CMYK
0 22 77 7

On text
10.57:1 AAA

On white
1.79:1 Fail

Background, border · .nav-action-button, .nav-action-button:focus
Orange

HEX

RGB

HSL

OKLCH

CMYK
0 40 100 0

On text
8.85:1 AAA

On white
2.14:1 Fail

Text, background, border · .nav-timeline-dot, #nav-discobar-jppoints-link .nav-b
Orange Red

HEX

RGB

HSL

OKLCH

CMYK
0 62 100 0

On text
6.31:1 AA

On white
3.00:1 AA large

Background, border, text · #navbar.nav-celnav-t11-orange #nav-search .nav-searchbar.nav-active .nav-search-, #navbar.nav-celnav-t11-orange #nav-search .nav-search-submit
Dark Slate Grey

HEX

RGB

HSL

OKLCH

CMYK
91 0 16 66

On text
2.23:1 Fail

On white
8.50:1 AAA

Background, border · #navbar.nav-celnav-t11 #nav-main, #navbar.nav-celnav-t11 #nav-logo-borderfade .nav-fade-mask
Dodger Blue

HEX

RGB

HSL

OKLCH

CMYK
88 40 0 11

On text
5.17:1 AA

On white
3.66:1 AA large

Border, text, background · ul.a-tabs .a-tab-heading a:active, ul.a-tabs .a-tab-heading.a-active a:active
Steel Blue

HEX

RGB

HSL

OKLCH

CMYK
95 41 0 18

On text
4.34:1 AA large

On white
4.36:1 AA large

Background, border, text · ul.a-tabs .a-tab-heading a:hover, ul.a-tabs .a-tab-heading.a-active a:hover
Moccasin

HEX

RGB

HSL

OKLCH

CMYK
0 8 30 3

On text
14.96:1 AAA

On white
1.27:1 Fail

Background · .nav-action-button, .a-button-group-splitdropdown .a-button.a-button-primary .a-button-inner
Crimson

HEX

RGB

HSL

OKLCH

CMYK
0 94 72 20

On text
3.32:1 AA large

On white
5.71:1 AA

Text, border, background · ._single-creative-card_style_outlinedBadgeLabel__3GCGC, ._single-video-card_style_outlinedBadgeLabel__3GCGC
Light Royal Blue

HEX

RGB

HSL

OKLCH

CMYK
100 60 0 2

On text
3.78:1 AA large

On white
5.01:1 AA

Background, border, text · .a-button-add-to-delivery, [data-a-atomic-interop][data-a-component=stepper][data-a-type=atd]

Gradients

linear-gradient(top,#f8e3ad,#EEBA37)
linear-gradient(92.41deg,#003d32,#04734b)
radial-gradient(transparent,rgba(0,0,0,.01),rgba(0,0,0,.03),rgba(0,0,0,.03))

Typography

Faces from Google Fonts are shown in the real thing. Others are licensed to the site, so they show in your device’s copy if you have one, or a stand-in if not.

Amazon Ember

Aa 200 Aa 700

Amazon Ember

Served from m.media-amazon.com · weights 200, 400, 450, 500, 700 · headings · shown in a stand-in if you don’t have it

Aa 700

Arial

System font, or not loaded on this page · weights 700 · body · shown in a stand-in if you don’t have it

Aa 400 Aa 700

Amazon Ember Modern Display

Served from m.media-amazon.com · weights 400, 500, 700 · headings · shown in a stand-in if you don’t have it

Aa 400 Aa 700

Amazon Ember Modern Text

Served from m.media-amazon.com · weights 400, 500, 700 · shown in a stand-in if you don’t have it

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 ! ? & @ % $ – ’ “ ”

Type scale

From the site’s CSS

Heading 1 28px / 36px weight 400

amazon.com

Heading 2 24px / 32px weight 700

Amazon.com. Spend less. Smile more.

Heading 3 18px / 24px weight 700

Amazon.com. Spend less. Smile more.

Heading 4 18px / 24px weight 700

Amazon.com. Spend less. Smile more.

Heading 5 14px / 20px weight 700

Amazon.com. Spend less. Smile more.

Heading 6 12px / 16px weight 700 · uppercase

Amazon.com. Spend less. Smile more.

Body 14px / 20px Arial

Free shipping on millions of items. Get the best of Shopping and Entertainment with Prime. Enjoy low prices and great deals on the largest …

Paragraph 12px / 12px weight 300

Free shipping on millions of items. Get the best of Shopping and Entertainment with Prime. Enjoy low prices and great deals on the largest …

Small .75rem · 12 px

Free shipping on millions of items. Get the best of Shopping and Entertainment with Prime. Enjoy low prices and great deals on the largest …

Button 100% / normal

Get started

Link 13px / 1 weight 700

Sizes in use

Most common across the site

18pxline 24px · 25 rules
16pxline 20px · 74 rules
15pxline 20px · 31 rules
14pxline 20px · 95 rules
13pxline 19px · 63 rules
12pxline 16px · 76 rules
11pxline 16px · 46 rules
10pxline 1.6 · 21 rules

Elements

The main button and link as the site’s CSS draws them, and the corner radii and shadows it uses most.

Elements

Corner radius

5px · 99×
4px · 85×
8px · 62×
12px · 43×
2px · 38×
50% · 24×

Shadows

0 0 0 3px #2162a1,0 0 0 6px #fff
0 2px 5px 0 rgba(213,217,217,.5)
0 0 0 2px #F90,0 0 0 3px rgba(255,153,0,.5)
0 2px 6px 0 #000

Layout

Breakpoints from the site’s media queries and the widths its content is held to, with how often each appears.

Grid

Breakpoints

359

360

1000

1025

1100

1280

1300

1700

On a scale of 0 to 1700 px.

Content widths (max-width)

1000 px

996 px

980 px

970 px

650 px

440 px

Notes

Plain checks on what was found. Worth fixing if you look after this site.

Notes

● FineThe title is 35 characters, short enough to show in full in search results.
▲ CheckThe description is 366 characters. Search results usually show about 160.

Questions

Quick answers, from the same capture as the rest of this guide.

Questions

What font does amazon.com use?: amazon.com’s website uses four typefaces: Amazon Ember (headings), served from m.media-amazon.com; Arial (body text), a system font; Amazon Ember Modern Display, served from m.media-amazon.com; Amazon Ember Modern Text, served from m.media-amazon.com.
What are amazon.com’s brand colours?: The main colours on amazon.com are Midnight Blue (#232F3E), Sienna (#C7511F), Deep Royal Blue (#2162A1), Golden Rod (#EEBA37), Orange (#FF9900) and Orange Red (#FF6200).
What colour is amazon.com’s text and background?: Body text is #0F1111 on a #FFFFFF background.
Where is amazon.com’s logo from?: The logo shown in this guide was found on amazon.com’s homepage. For official logo files and usage rules, check amazon.com’s own brand or press page.
Is this amazon.com’s official style guide?: No. SiteStyleGuide made it from amazon.com’s public web pages on 23 October 2026, and isn’t affiliated with amazon.com. Members can refresh a guide after 90 days to pick up changes.

Design tokens

Everything above as CSS variables, ready to paste into a project. Members can download the tokens as files for Figma (Tokens Studio), Style Dictionary and Tailwind.

Tokens

amazon-com-tokens.css

Download

Free with an account: sign up or sign in, and you’ll come straight back here.

/* amazon.com design tokens, from SiteStyleGuide (https://sitestyleguide.com/amazon.com) */
:root {
  /* Colours */
  --text: #0F1111;
  --background: #FFFFFF;
  --colour-white: #FFFFFF;
  --colour-near-black: #0F1111;
  --colour-off-white: #EEEEEE;
  --colour-dark-grey: #555555;
  --colour-midnight-blue: #232F3E;
  --colour-sienna: #C7511F;
  --colour-deep-royal-blue: #2162A1;
  --colour-golden-rod: #EEBA37;
  --colour-orange: #FF9900;
  --colour-orange-red: #FF6200;
  --colour-dark-slate-grey: #085749;
  --colour-dodger-blue: #1C89E3;
  --colour-steel-blue: #0A7CD1;
  --colour-moccasin: #F8E3AD;
  --colour-crimson: #CC0C39;
  --colour-light-royal-blue: #0064F9;
  --gradient-1: linear-gradient(top,#f8e3ad,#EEBA37);
  --gradient-2: linear-gradient(92.41deg,#003d32,#04734b);
  --gradient-3: radial-gradient(transparent,rgba(0,0,0,.01),rgba(0,0,0,.03),rgba(0,0,0,.03));

  /* Typefaces */
  --font-headings: 'Amazon Ember';
  --font-body: 'Arial';
  --font-other: 'Amazon Ember Modern Text', 'Amazon Ember', 'Arial', sans-serif;

  /* Type scale */
  --text-h1: 28px;
  --leading-h1: 36px;
  --text-h2: 24px;
  --leading-h2: 32px;
  --text-h3: 18px;
  --leading-h3: 24px;
  --text-h4: 18px;
  --leading-h4: 24px;
  --text-h5: 14px;
  --leading-h5: 20px;
  --text-h6: 12px;
  --leading-h6: 16px;
  --text-body: 14px;
  --leading-body: 20px;
  --text-p: 12px;
  --leading-p: 12px;
  --text-small: .75rem;
  --text-button: 100%;
  --leading-button: normal;
  --text-a: 13px;
  --leading-a: 1;

  /* Shape */
  --radius-1: 5px;
  --radius-2: 4px;
  --radius-3: 8px;
  --radius-4: 12px;
  --radius-5: 2px;
  --radius-6: 50%;

  /* Layout (breakpoints can’t be used in media queries as variables; they’re here for reference) */
  --breakpoint-1: 359px;
  --breakpoint-2: 360px;
  --breakpoint-3: 1000px;
  --breakpoint-4: 1025px;
  --breakpoint-5: 1100px;
  --breakpoint-6: 1280px;
  --breakpoint-7: 1300px;
  --breakpoint-8: 1700px;
  --max-width-1: 1000px;
  --max-width-2: 996px;
  --max-width-3: 980px;
  --max-width-4: 970px;
  --max-width-5: 650px;
  --max-width-6: 440px;
}

{
    "site": "amazon.com",
    "source": "https://sitestyleguide.com/amazon.com",
    "text": "#0F1111",
    "background": "#FFFFFF",
    "colours": [
        {
            "name": "White",
            "hex": "#FFFFFF",
            "rgb": [
                255,
                255,
                255
            ]
        },
        {
            "name": "Near Black",
            "hex": "#0F1111",
            "rgb": [
                15,
                17,
                17
            ]
        },
        {
            "name": "Off White",
            "hex": "#EEEEEE",
            "rgb": [
                238,
                238,
                238
            ]
        },
        {
            "name": "Dark Grey",
            "hex": "#555555",
            "rgb": [
                85,
                85,
                85
            ]
        },
        {
            "name": "Midnight Blue",
            "hex": "#232F3E",
            "rgb": [
                35,
                47,
                62
            ]
        },
        {
            "name": "Sienna",
            "hex": "#C7511F",
            "rgb": [
                199,
                81,
                31
            ]
        },
        {
            "name": "Deep Royal Blue",
            "hex": "#2162A1",
            "rgb": [
                33,
                98,
                161
            ]
        },
        {
            "name": "Golden Rod",
            "hex": "#EEBA37",
            "rgb": [
                238,
                186,
                55
            ]
        },
        {
            "name": "Orange",
            "hex": "#FF9900",
            "rgb": [
                255,
                153,
                0
            ]
        },
        {
            "name": "Orange Red",
            "hex": "#FF6200",
            "rgb": [
                255,
                98,
                0
            ]
        },
        {
            "name": "Dark Slate Grey",
            "hex": "#085749",
            "rgb": [
                8,
                87,
                73
            ]
        },
        {
            "name": "Dodger Blue",
            "hex": "#1C89E3",
            "rgb": [
                28,
                137,
                227
            ]
        },
        {
            "name": "Steel Blue",
            "hex": "#0A7CD1",
            "rgb": [
                10,
                124,
                209
            ]
        },
        {
            "name": "Moccasin",
            "hex": "#F8E3AD",
            "rgb": [
                248,
                227,
                173
            ]
        },
        {
            "name": "Crimson",
            "hex": "#CC0C39",
            "rgb": [
                204,
                12,
                57
            ]
        },
        {
            "name": "Light Royal Blue",
            "hex": "#0064F9",
            "rgb": [
                0,
                100,
                249
            ]
        }
    ],
    "fonts": [
        {
            "name": "Amazon Ember",
            "stack": "\"Amazon Ember\"",
            "weights": [
                200,
                400,
                450,
                500,
                700
            ],
            "source": "Served from m.media-amazon.com"
        },
        {
            "name": "Arial",
            "stack": "Arial",
            "weights": [
                700
            ],
            "source": "System font, or not loaded on this page"
        },
        {
            "name": "Amazon Ember Modern Display",
            "stack": "\"Amazon Ember Modern Display\", \"Amazon Ember\", Arial, sans-serif",
            "weights": [
                400,
                500,
                700
            ],
            "source": "Served from m.media-amazon.com"
        },
        {
            "name": "Amazon Ember Modern Text",
            "stack": "'Amazon Ember Modern Text', 'Amazon Ember', Arial, sans-serif",
            "weights": [
                400,
                500,
                700
            ],
            "source": "Served from m.media-amazon.com"
        }
    ]
}

Other websites using Amazon Ember as their main typeface

amzn.com

amzn.com · set in Amazon Ember
Save
amazon.de

amazon.de · set in Amazon Ember
Save
amazon.es

amazon.es · set in Amazon Ember
Save
Amazon.com.br

amazon.com.br · set in Amazon Ember
Save

Websites whose lead colour is closest to amazon.com’s

a.co

a.co · 4 days ago
Save
amzn.to

amzn.to · 5 days ago
Save
amazon.it

amazon.it · 6 days ago
Save
definicion.de

definicion.de · 3 days ago
Save

Captured from amazon.com on 23 October 2026. SiteStyleGuide isn’t affiliated with or endorsed by amazon.com; this guide describes the public website for reference.

amazon.comstyle guide

Title &description

Logo

Favicons

Colour

Balance

Neutrals

White

Near Black

Off White

Dark Grey

Colours

Midnight Blue

Sienna

Deep Royal Blue

Golden Rod

Orange

Orange Red

Dark Slate Grey

Dodger Blue

Steel Blue

Moccasin

Crimson

Light Royal Blue

Gradients

Amazon Ember

Type scale

Sizes in use

Elements

Grid

Notes

Questions

Tokens

Share

Run amazon.com?

Also set in Amazon Ember

amzn.com

amazon.de

amazon.es

Amazon.com.br

Similar colours

a.co

amzn.to

amazon.it

definicion.de

Title &
description