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E-commerce & Technology · Est. 1994

Amazon Brand Colors

Amazon's warm orange and deep navy communicate trust, value, and the breadth of a marketplace that sells everything to everyone.

Amazon Orange#FF9900Amazon Dark Blue#232F3EAmazon Light Blue#37475A

Amazon Color Palette

ColorNameHexRGBCMYKPantoneUsage
Amazon Orange255,153,00,40,100,01375 CLogo arrow, CTA buttons, prime badge
Amazon Dark Blue35,47,6273,48,21,67540 CNavigation bar, header background
Amazon Light Blue55,71,9061,34,14,517700 CSecondary navigation elements

Amazon Color Story

Amazon's color palette balances the warm approachability of orange with the trustworthy authority of dark navy blue. The orange arrow in the Amazon logo — which curves from A to Z — represents Amazon's promise to deliver everything from A to Z with a smile. Orange signals deals, value, and urgency in retail contexts, while the navy provides the professional credibility expected of a financial-scale marketplace.

Use Amazon Colors in CSS

CSS Variables
:root {
  --amazon-amazon-orange: #FF9900;
  --amazon-amazon-dark-blue: #232F3E;
  --amazon-amazon-light-blue: #37475A;
}

Frequently Asked Questions

What is the Amazon brand color hex code?▼

Amazon's primary brand color is Amazon Orange with hex code #FF9900. This warm orange appears in the Amazon logo's smile arrow and is used for call-to-action buttons across the site.

What is the Amazon logo orange in RGB?▼

Amazon orange in RGB is rgb(255, 153, 0), corresponding to hex #FF9900. The CMYK equivalent is C:0 M:40 Y:100 K:0.

What colors does Amazon use in its branding?▼

Amazon uses three primary brand colors: Amazon Orange (#FF9900) for the logo and CTAs, Amazon Dark Blue (#232F3E) for the navigation header, and white for backgrounds. Orange signals value and energy while navy provides trust and authority.

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