{
  "id": "amazon",
  "version": "1.0.0",
  "name": "Amazon",
  "description": "Amazon.com, Inc. is the global retail, devices, advertising, and cloud-services company headquartered in Seattle. The Amazon consumer brand is anchored on the \"smile\" wordmark — the orange arrow that runs from the \"a\" to the \"z\" — set in Amazon Ember against a white retail canvas with a deep-navy navigation band. The voice is utilitarian, customer-obsessed, and product-first; visual identity stays out of the way of the catalog while the signature orange does the brand-identity work at the page header and in the call-to-action buttons.\n",
  "provenance": {
    "source": "https://www.aboutamazon.com/news/company-news/our-brand",
    "license": "Proprietary — All Rights Reserved",
    "attribution": "Amazon.com, Inc. — Amazon, the Amazon \"smile\" wordmark, Amazon Ember, and associated marks are registered trademarks of Amazon.com, Inc. This atom captures brand-atoms' read of Amazon's publicly available brand-resources page and the visible style values on amazon.com; it is not an official Amazon brand-guidelines document.\n",
    "importedDate": "2026-05-17",
    "notes": "The retail site (amazon.com) is light-mode-first with a fixed dark navigation band; the AWS console and developer surfaces operate bilingual light/dark themes. The yellow Add-to-Cart CTA is brand-distinct from the orange Buy Now CTA and is encoded as the accent role here.\n"
  },
  "tags": [
    "retail",
    "ecommerce",
    "amazon",
    "orange",
    "corporate",
    "parent-brand"
  ],
  "palette": {
    "ref": "amazon@1.0.0",
    "swatches": [
      {
        "id": "amazon-orange",
        "name": "Amazon Orange",
        "value": "#FF9900",
        "description": "Primary Amazon brand orange — the \"smile\" of the wordmark and the principal CTA color.",
        "aliases": []
      },
      {
        "id": "amazon-orange-dark",
        "name": "Amazon Orange Dark",
        "value": "#E47911",
        "description": "Darker orange for pressed/active states on the primary CTA.",
        "aliases": []
      },
      {
        "id": "amazon-squid-ink",
        "name": "Amazon Squid Ink",
        "value": "#232F3E",
        "description": "Deep navy — the Amazon retail navigation band and AWS console chrome.",
        "aliases": []
      },
      {
        "id": "amazon-squid-ink-light",
        "name": "Amazon Squid Ink Light",
        "value": "#37475A",
        "description": "Secondary navigation band on amazon.com retail surfaces.",
        "aliases": []
      },
      {
        "id": "amazon-anchor",
        "name": "Amazon Anchor",
        "value": "#131A22",
        "description": "Darkest navy used on the retail mega-nav and dark-mode canvas.",
        "aliases": []
      },
      {
        "id": "amazon-yellow",
        "name": "Amazon Yellow",
        "value": "#FFD814",
        "description": "Add-to-Cart button yellow — secondary CTA color across the retail product detail page.",
        "aliases": []
      },
      {
        "id": "amazon-yellow-dark",
        "name": "Amazon Yellow Dark",
        "value": "#F7CA00",
        "description": "Pressed state for the yellow secondary CTA.",
        "aliases": []
      },
      {
        "id": "amazon-link",
        "name": "Amazon Link",
        "value": "#007185",
        "description": "Teal link color on amazon.com retail.",
        "aliases": []
      },
      {
        "id": "amazon-link-hover",
        "name": "Amazon Link Hover",
        "value": "#C7511F",
        "description": "Hover color for product links — a rust-toned orange.",
        "aliases": []
      },
      {
        "id": "amazon-ink",
        "name": "Amazon Ink",
        "value": "#0F1111",
        "description": "Primary text on the light retail canvas — near-black warm gray.",
        "aliases": []
      },
      {
        "id": "amazon-gray",
        "name": "Amazon Gray",
        "value": "#565959",
        "description": "Secondary text and metadata.",
        "aliases": []
      },
      {
        "id": "amazon-gray-light",
        "name": "Amazon Gray Light",
        "value": "#888C8C",
        "description": "Tertiary text and disabled states.",
        "aliases": []
      },
      {
        "id": "amazon-surface",
        "name": "Amazon Surface",
        "value": "#EAEDED",
        "description": "Quiet surface — the retail \"card\" backgrounds and footer.",
        "aliases": []
      },
      {
        "id": "amazon-white",
        "name": "Amazon White",
        "value": "#FFFFFF",
        "description": "Primary canvas on the retail site.",
        "aliases": []
      }
    ],
    "modes": {
      "light": {
        "roles": {
          "background": "amazon-white",
          "surface": "amazon-surface",
          "surface-elevated": "amazon-white",
          "text-primary": "amazon-ink",
          "text-secondary": "amazon-gray",
          "text-tertiary": "amazon-gray-light",
          "primary": "amazon-orange",
          "primary-hover": "amazon-orange-dark",
          "accent": "amazon-yellow",
          "accent-hover": "amazon-yellow-dark",
          "warning": "amazon-orange",
          "warning-hover": "amazon-orange-dark",
          "error": "amazon-link-hover",
          "success": "amazon-link"
        }
      },
      "dark": {
        "roles": {
          "background": "amazon-anchor",
          "surface": "amazon-squid-ink",
          "surface-elevated": "amazon-squid-ink-light",
          "text-primary": "amazon-white",
          "text-secondary": "amazon-surface",
          "text-tertiary": "amazon-gray-light",
          "primary": "amazon-orange",
          "primary-hover": "amazon-orange-dark",
          "accent": "amazon-yellow",
          "accent-hover": "amazon-yellow-dark",
          "warning": "amazon-orange",
          "warning-hover": "amazon-orange-dark",
          "error": "amazon-link-hover",
          "success": "amazon-link"
        }
      }
    }
  },
  "fonts": [
    {
      "role": "heading",
      "ref": "amazon-ember@1.0.0",
      "family": "Amazon Ember",
      "classification": "sans-serif",
      "source": {
        "kind": "external",
        "family": "Amazon Ember",
        "notes": "Proprietary font, no public CDN. Distributed by Amazon to authorized agencies and vendors. Any @font-face declaration must reference internally hosted files under Amazon's licensing.\n"
      },
      "fallbackStack": [
        "Inter",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Helvetica Neue",
        "Arial",
        "sans-serif"
      ],
      "availableStyles": [
        {
          "weight": 300,
          "style": "normal"
        },
        {
          "weight": 400,
          "style": "normal"
        },
        {
          "weight": 500,
          "style": "normal"
        },
        {
          "weight": 700,
          "style": "normal"
        }
      ]
    },
    {
      "role": "body",
      "ref": "amazon-ember@1.0.0",
      "family": "Amazon Ember",
      "classification": "sans-serif",
      "source": {
        "kind": "external",
        "family": "Amazon Ember",
        "notes": "Proprietary font, no public CDN. Distributed by Amazon to authorized agencies and vendors. Any @font-face declaration must reference internally hosted files under Amazon's licensing.\n"
      },
      "fallbackStack": [
        "Inter",
        "-apple-system",
        "BlinkMacSystemFont",
        "Segoe UI",
        "Helvetica Neue",
        "Arial",
        "sans-serif"
      ],
      "availableStyles": [
        {
          "weight": 300,
          "style": "normal"
        },
        {
          "weight": 400,
          "style": "normal"
        },
        {
          "weight": 500,
          "style": "normal"
        },
        {
          "weight": 700,
          "style": "normal"
        }
      ]
    },
    {
      "role": "mono",
      "ref": "jetbrainsmono-nerdfont@1.0.0",
      "family": "JetBrainsMono Nerd Font",
      "classification": "monospace",
      "source": {
        "kind": "external",
        "family": "JetBrainsMono Nerd Font",
        "notes": "Nerd-Font-patched build of JetBrains Mono. Not available via Google Fonts. Download woff2/ttf files from the Nerd Fonts GitHub release and self-host, or install system-wide for terminal/IDE use.\n"
      },
      "fallbackStack": [
        "JetBrains Mono",
        "Fira Code",
        "Menlo",
        "Monaco",
        "Consolas",
        "Liberation Mono",
        "monospace"
      ],
      "availableStyles": [
        {
          "weight": 100,
          "style": "normal"
        },
        {
          "weight": 100,
          "style": "italic"
        },
        {
          "weight": 200,
          "style": "normal"
        },
        {
          "weight": 200,
          "style": "italic"
        },
        {
          "weight": 300,
          "style": "normal"
        },
        {
          "weight": 300,
          "style": "italic"
        },
        {
          "weight": 400,
          "style": "normal"
        },
        {
          "weight": 400,
          "style": "italic"
        },
        {
          "weight": 500,
          "style": "normal"
        },
        {
          "weight": 500,
          "style": "italic"
        },
        {
          "weight": 600,
          "style": "normal"
        },
        {
          "weight": 600,
          "style": "italic"
        },
        {
          "weight": 700,
          "style": "normal"
        },
        {
          "weight": 700,
          "style": "italic"
        },
        {
          "weight": 800,
          "style": "normal"
        },
        {
          "weight": 800,
          "style": "italic"
        }
      ]
    }
  ],
  "roles": {
    "colors": {
      "identity": "amazon-orange",
      "on-identity": "amazon-ink",
      "background": "amazon-white",
      "surface": "amazon-surface",
      "surface-elevated": "amazon-white",
      "text-primary": "amazon-ink",
      "text-secondary": "amazon-gray",
      "text-tertiary": "amazon-gray-light",
      "primary": "amazon-orange",
      "primary-hover": "amazon-orange-dark",
      "accent": "amazon-yellow",
      "accent-hover": "amazon-yellow-dark",
      "mark": "amazon-orange",
      "text-emphasis": "amazon-ink",
      "text-muted": "amazon-gray",
      "chrome": "amazon-squid-ink",
      "chrome-deep": "amazon-anchor",
      "link": "amazon-link",
      "link-hover": "amazon-link-hover"
    },
    "typography": {
      "display": "heading",
      "prose": "body",
      "wordmark": "heading",
      "code": "mono"
    }
  },
  "assets": [],
  "rules": [
    {
      "type": "colorChoice",
      "target": "logo.wordmark.fill",
      "severity": "error",
      "rationale": "The Amazon wordmark renders in Amazon Orange (the smile), near-black, or reversed white. The yellow and teal-link values are interactive-element colors and the orange-dark is a hover state — none are valid wordmark fills.\n",
      "allowed": [
        "amazon-orange",
        "amazon-ink",
        "amazon-white"
      ],
      "forbidden": [
        "amazon-orange-dark",
        "amazon-yellow",
        "amazon-link",
        "amazon-gray"
      ]
    },
    {
      "type": "forbiddenTreatment",
      "target": "logo",
      "severity": "error",
      "rationale": "The Amazon \"smile\" mark — the orange arrow from a-to-z — is one of the most-protected commercial marks in retail. The smile is integral to the wordmark and must never be detached, recolored, or applied to a busy photographic background that breaks its legibility.\n",
      "treatments": [
        "stretched",
        "rotated",
        "recolored",
        "drop-shadow",
        "on-busy-photo",
        "inverted-without-variant",
        "smile-detached"
      ]
    },
    {
      "type": "contrastRatio",
      "target": "text-primary",
      "severity": "error",
      "rationale": "Amazon Ink on Amazon White gives ~18:1 — well above WCAG 2.1 Level AA. The rule encodes the floor for any new foreground/background pairing on Amazon retail surfaces.\n",
      "against": "background",
      "minRatio": 4.5,
      "standard": "WCAG-AA"
    },
    {
      "type": "contrastRatio",
      "target": "roles.colors.primary",
      "severity": "error",
      "rationale": "Amazon Orange on Amazon White is contrast-marginal at small sizes — the rule enforces the AA-large floor and forbids reducing the orange CTA below sizes where it stops meeting that floor.\n",
      "against": "background",
      "minRatio": 3,
      "standard": "WCAG-AA-large"
    },
    {
      "type": "contextRestriction",
      "target": "roles.colors.accent",
      "severity": "error",
      "rationale": "Amazon Yellow is the Add-to-Cart affordance — a positive, commerce-forward action. Repurposing it for errors or destructive actions conflicts with its established meaning on every Amazon retail page.\n",
      "forbiddenContexts": [
        "error-state",
        "validation-failure",
        "destructive-action"
      ]
    },
    {
      "type": "enumMembership",
      "target": "typography.heading.fontWeight",
      "severity": "warning",
      "rationale": "Amazon Ember on amazon.com retail headlines uses Medium (500) and Bold (700). Lighter cuts read as body copy and compromise the catalog-clarity voice the retail site depends on.\n",
      "allowed": [
        "500",
        "700"
      ]
    },
    {
      "type": "accessibilityRequirement",
      "target": "*",
      "severity": "error",
      "rationale": "WCAG 2.1 Success Criterion 1.4.3 (Contrast Minimum) — Level AA. The retail site's reach across global markets and assistive-tech users makes AA the floor for any new role pairing.\n",
      "standard": "WCAG-AA",
      "criterion": "1.4.3"
    },
    {
      "type": "compositionConstraint",
      "target": "roles.colors.primary",
      "severity": "recommendation",
      "rationale": "The signature orange pairs cleanly with the navy chrome and the white canvas. Combining brand orange with the rust-toned link-hover orange on the same surface creates a two-orange composition that reads as a brand-hierarchy error.\n",
      "pairsWith": [
        "amazon-squid-ink",
        "amazon-ink",
        "amazon-white"
      ],
      "doesNotPairWith": [
        "amazon-link-hover"
      ]
    },
    {
      "type": "fontPairing",
      "target": "typography.heading",
      "severity": "warning",
      "rationale": "Amazon retail product-detail headings run modestly larger than body copy — the catalog density favors a tighter hierarchy than marketing-led brands. A 1.4× floor preserves the display-to-prose distinction without overpowering the dense product information.\n",
      "requires": "body",
      "minSizeRatio": 1.4
    }
  ]
}