Amazon

Amazon corporate palette built around Amazon Orange (#FF9900) — the signature "smile" color of the Amazon wordmark — paired with the deep-navy Amazon Squid Ink (#232F3E) used across the retail site chrome and the AWS console. The orange-on-navy contrast is the most recognizable element of Amazon's visual identity; the warm orange carries the brand voice while the navy provides the structural canvas.

14 swatches 14 light roles 14 dark roles retailecommerceamazonorangecorporateparent-brand

Swatches

amazon-orange
#FF9900
Primary Amazon brand orange — the "smile" of the wordmark and the principal CTA color.
amazon-orange-dark
#E47911
Darker orange for pressed/active states on the primary CTA.
amazon-squid-ink
#232F3E
Deep navy — the Amazon retail navigation band and AWS console chrome.
amazon-squid-ink-light
#37475A
Secondary navigation band on amazon.com retail surfaces.
amazon-anchor
#131A22
Darkest navy used on the retail mega-nav and dark-mode canvas.
amazon-yellow
#FFD814
Add-to-Cart button yellow — secondary CTA color across the retail product detail page.
amazon-yellow-dark
#F7CA00
Pressed state for the yellow secondary CTA.
amazon-link
#007185
Teal link color on amazon.com retail.
amazon-link-hover
#C7511F
Hover color for product links — a rust-toned orange.
amazon-ink
#0F1111
Primary text on the light retail canvas — near-black warm gray.
amazon-gray
#565959
Secondary text and metadata.
amazon-gray-light
#888C8C
Tertiary text and disabled states.
amazon-surface
#EAEDED
Quiet surface — the retail "card" backgrounds and footer.
amazon-white
#FFFFFF
Primary canvas on the retail site.

Mode role mappings

Light mode (14 roles)

accent → amazon-yellow
accent-hover → amazon-yellow-dark
background → amazon-white
error → amazon-link-hover
primary → amazon-orange
primary-hover → amazon-orange-dark
success → amazon-link
surface → amazon-surface
surface-elevated → amazon-white
text-primary → amazon-ink
text-secondary → amazon-gray
text-tertiary → amazon-gray-light
warning → amazon-orange
warning-hover → amazon-orange-dark

Dark mode (14 roles)

accent → amazon-yellow
accent-hover → amazon-yellow-dark
background → amazon-anchor
error → amazon-link-hover
primary → amazon-orange
primary-hover → amazon-orange-dark
success → amazon-link
surface → amazon-squid-ink
surface-elevated → amazon-squid-ink-light
text-primary → amazon-white
text-secondary → amazon-surface
text-tertiary → amazon-gray-light
warning → amazon-orange
warning-hover → amazon-orange-dark

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, and associated marks are registered trademarks of Amazon.com, Inc. Amazon Orange (#FF9900) and Amazon Squid Ink (#232F3E) are the canonical brand-system values documented across the Amazon press surfaces and the AWS console style system.
Imported
2026-05-17
Notes
Amazon is light-mode-first on retail (amazon.com) but the chrome of the retail site uses the dark Squid Ink navigation band as a fixed dark accent. AWS surfaces are bilingual across light and dark. Both modes are authored here.