Colors Encyclopedia

Brand colors

Amazon Brand Colors

Amazon palette: #FF9900, #146EB4, #232F3E, #FFFFFF. Compare HEX/RGB, WCAG contrast and CSS tokens; open independent JSON data.

Commonly referenced brand color values. This page is an independent technical reference and is not affiliated with or endorsed by Amazon.

TechnologyBrand indexAPIDataset
Commonly referenced palette Amazon
#FF9900#146EB4#232F3E#FFFFFF
Listed without an implied color hierarchy

Palette

Palette color 1#FF9900RGB 255, 153, 0
Palette color 2#146EB4RGB 20, 110, 180
Palette color 3#232F3ERGB 35, 47, 62
White#FFFFFFRGB 255, 255, 255

CSS Tokens

:root {
  --brand-amazon-1: #FF9900;
  --brand-amazon-2: #146EB4;
  --brand-amazon-3: #232F3E;
  --brand-amazon-4: #FFFFFF;
}

Accessibility Snapshot

#FF9900Black 9.81:1 / White 2.14:1
#146EB4Black 3.92:1 / White 5.36:1
#232F3EBlack 1.55:1 / White 13.57:1
#FFFFFFBlack 21:1 / White 1:1

Brand palette context · Editorially reviewed

About Amazon Brand Colors

Amazon’s familiar orange, blue, dark ink, and white references sit inside a much more controlled commercial system than a four-swatch summary can show. Amazon Ads distinguishes the corporate Amazon and Smile marks from the separate “available at Amazon” lockup, and treats branded buttons, icons, site elements, imagery, and calls to action as different permission and placement questions.

For interface study, the palette illustrates how a warm transactional accent can coexist with a dark structural neutral and cooler supporting blue. It should not be used to make an advertisement imitate Amazon’s interface: the company explicitly restricts branded buttons and requires approval for many logo uses. Even supplied lockups must retain artwork, proportion, color, clear space, and minimum size.

This independent color reference does not provide Amazon marks, approve advertising, imply a seller or affiliate relationship, or replace Amazon’s current review and usage policies.

Downloadable brand colors infographic

Amazon Brand Colors Infographic

Save an independent infographic of the commonly referenced Amazon HEX palette and its accessibility guidance. No logo or proprietary artwork is included.

1200 × 800
Amazon brand colors infographic showing its commonly referenced HEX palette and accessibility guidance for every listed color without assigning a color hierarchy.
Amazon brand colors infographic. Commonly referenced brand color values. This page is an independent technical reference and is not affiliated with or endorsed by Amazon.
Download WebPDownload SVGOpen full size

Machine-readable data

Machine-Readable Brand Color Data (JSON)

Structured brand palette data for design systems, references, automations, and AI ingestion.

AI-Ready Dataset v1.0.0
Luminance0.4404
Black text9.81:1AA Pass
White text2.14:1AA Fail
hexCanonical HEX value
rgbRed, green, blue channels
hslHue, saturation, lightness
cmykApproximate print conversion
wcagAA and AAA contrast options
harmoniesMathematical harmony sets
variantsGenerated tone variants
nearestColorsKnowledge graph neighbors
Download JSON Open API
Structured sections
Brand
{
  "slug": "amazon",
  "name": "Amazon",
  "category": "technology",
  "brandCategory": [
    "Technology",
    "technology"
  ],
  "url": "https://www.colorsencyclopedia.com/brand-colors/amazon/",
  "categoryUrl": "https://www.colorsencyclopedia.com/brand-colors/technology/",
  "disclaimer": "Commonly referenced brand color values. This page is an independent technical reference and is not affiliated with or endorsed by Amazon."
}
Palette
[
  {
    "name": "Palette color 1",
    "hex": "#FF9900",
    "rgb": [
      255,
      153,
      0
    ],
    "hsl": [
      36,
      100,
      50
    ],
    "cmyk": [
      0,
      40,
      100,
      0
    ],
    "luminance": 0.4404,
    "contrast": {
      "black": 9.81,
      "white": 2.14
    },
    "wcag": {
      "AA": [
        "#000000",
        "#1A1A1A",
        "#36454F"
      ],
      "AAA": [
        "#000000",
        "#1A1A1A"
      ]
    }
  },
  {
    "name": "Palette color 2",
    "hex": "#146EB4",
    "rgb": [
      20,
      110,
      180
    ],
    "hsl": [
      206,
      80,
      39
    ],
    "cmyk": [
      89,
      39,
      0,
      29
    ],
    "luminance": 0.146,
    "contrast": {
      "black": 3.92,
      "white": 5.36
    },
    "wcag": {
      "AA": [
        "#FFFFFF",
        "#F5F5F5"
      ],
      "AAA": []
    }
  },
  {
    "name": "Palette color 3",
    "hex": "#232F3E",
    "rgb": [
      35,
      47,
      62
    ],
    "hsl": [
      213,
      28,
      19
    ],
    "cmyk": [
      44,
      24,
      0,
      76
    ],
    "luminance": 0.0274,
    "contrast": {
      "black": 1.55,
      "white": 13.57
    },
    "wcag": {
      "AA": [
        "#FFFFFF",
        "#F5F5F5"
      ],
      "AAA": [
        "#FFFFFF",
        "#F5F5F5"
      ]
    }
  },
  {
    "name": "White",
    "hex": "#FFFFFF",
    "rgb": [
      255,
      255,
      255
    ],
    "hsl": [
      0,
      0,
      100
    ],
    "cmyk": [
      0,
      0,
      0,
      0
    ],
    "luminance": 1,
    "contrast": {
      "black": 21,
      "white": 1
    },
    "wcag": {
      "AA": [
        "#000000",
        "#1A1A1A",
        "#36454F"
      ],
      "AAA": [
        "#000000",
        "#1A1A1A",
        "#36454F"
      ]
    }
  }
]
AI context
{
  "brandUseCases": [
    "SaaS UI",
    "developer tools",
    "product branding",
    "brand reference",
    "design systems",
    "CSS tokens",
    "accessibility checks"
  ],
  "semanticGroups": [
    "technology brand colors",
    "orange brand palette",
    "blue brand palette",
    "gray brand palette",
    "warm brand palette",
    "cool brand palette",
    "neutral brand palette",
    "vibrant brand color",
    "jewel tone brand color",
    "dark brand color",
    "light brand color",
    "Amazon color reference"
  ],
  "contrastSafeWith": [
    "#000000",
    "#1A1A1A",
    "#36454F",
    "#FFFFFF",
    "#F5F5F5"
  ],
  "relatedEndpoints": [
    "https://www.colorsencyclopedia.com/api/brand-colors/amazon.json",
    "https://www.colorsencyclopedia.com/api/brand-colors.json"
  ]
}
CSS tokens
{
  "css": "--brand-amazon-1: #FF9900;\n--brand-amazon-2: #146EB4;\n--brand-amazon-3: #232F3E;\n--brand-amazon-4: #FFFFFF;"
}
Accessibility
[
  {
    "hex": "#FF9900",
    "contrast": {
      "black": 9.81,
      "white": 2.14
    },
    "wcag": {
      "AA": [
        "#000000",
        "#1A1A1A",
        "#36454F"
      ],
      "AAA": [
        "#000000",
        "#1A1A1A"
      ]
    }
  },
  {
    "hex": "#146EB4",
    "contrast": {
      "black": 3.92,
      "white": 5.36
    },
    "wcag": {
      "AA": [
        "#FFFFFF",
        "#F5F5F5"
      ],
      "AAA": []
    }
  },
  {
    "hex": "#232F3E",
    "contrast": {
      "black": 1.55,
      "white": 13.57
    },
    "wcag": {
      "AA": [
        "#FFFFFF",
        "#F5F5F5"
      ],
      "AAA": [
        "#FFFFFF",
        "#F5F5F5"
      ]
    }
  },
  {
    "hex": "#FFFFFF",
    "contrast": {
      "black": 21,
      "white": 1
    },
    "wcag": {
      "AA": [
        "#000000",
        "#1A1A1A",
        "#36454F"
      ],
      "AAA": [
        "#000000",
        "#1A1A1A",
        "#36454F"
      ]
    }
  }
]
Full JSON dataset 
{
  "slug": "amazon",
  "name": "Amazon",
  "category": "technology",
  "brandCategory": [
    "Technology",
    "technology"
  ],
  "disclaimer": "Commonly referenced brand color values. This page is an independent technical reference and is not affiliated with or endorsed by Amazon.",
  "datasetVersion": "1.0.0",
  "url": "https://www.colorsencyclopedia.com/brand-colors/amazon/",
  "categoryUrl": "https://www.colorsencyclopedia.com/brand-colors/technology/",
  "apiUrl": "https://www.colorsencyclopedia.com/api/brand-colors/amazon.json",
  "colors": [
    {
      "name": "Palette color 1",
      "hex": "#FF9900",
      "rgb": [
        255,
        153,
        0
      ],
      "hsl": [
        36,
        100,
        50
      ],
      "cmyk": [
        0,
        40,
        100,
        0
      ],
      "luminance": 0.4404,
      "contrast": {
        "black": 9.81,
        "white": 2.14
      },
      "wcag": {
        "AA": [
          "#000000",
          "#1A1A1A",
          "#36454F"
        ],
        "AAA": [
          "#000000",
          "#1A1A1A"
        ]
      }
    },
    {
      "name": "Palette color 2",
      "hex": "#146EB4",
      "rgb": [
        20,
        110,
        180
      ],
      "hsl": [
        206,
        80,
        39
      ],
      "cmyk": [
        89,
        39,
        0,
        29
      ],
      "luminance": 0.146,
      "contrast": {
        "black": 3.92,
        "white": 5.36
      },
      "wcag": {
        "AA": [
          "#FFFFFF",
          "#F5F5F5"
        ],
        "AAA": []
      }
    },
    {
      "name": "Palette color 3",
      "hex": "#232F3E",
      "rgb": [
        35,
        47,
        62
      ],
      "hsl": [
        213,
        28,
        19
      ],
      "cmyk": [
        44,
        24,
        0,
        76
      ],
      "luminance": 0.0274,
      "contrast": {
        "black": 1.55,
        "white": 13.57
      },
      "wcag": {
        "AA": [
          "#FFFFFF",
          "#F5F5F5"
        ],
        "AAA": [
          "#FFFFFF",
          "#F5F5F5"
        ]
      }
    },
    {
      "name": "White",
      "hex": "#FFFFFF",
      "rgb": [
        255,
        255,
        255
      ],
      "hsl": [
        0,
        0,
        100
      ],
      "cmyk": [
        0,
        0,
        0,
        0
      ],
      "luminance": 1,
      "contrast": {
        "black": 21,
        "white": 1
      },
      "wcag": {
        "AA": [
          "#000000",
          "#1A1A1A",
          "#36454F"
        ],
        "AAA": [
          "#000000",
          "#1A1A1A",
          "#36454F"
        ]
      }
    }
  ],
  "brandUseCases": [
    "SaaS UI",
    "developer tools",
    "product branding",
    "brand reference",
    "design systems",
    "CSS tokens",
    "accessibility checks"
  ],
  "semanticGroups": [
    "technology brand colors",
    "orange brand palette",
    "blue brand palette",
    "gray brand palette",
    "warm brand palette",
    "cool brand palette",
    "neutral brand palette",
    "vibrant brand color",
    "jewel tone brand color",
    "dark brand color",
    "light brand color",
    "Amazon color reference"
  ],
  "contrastSafeWith": [
    "#000000",
    "#1A1A1A",
    "#36454F",
    "#FFFFFF",
    "#F5F5F5"
  ],
  "relatedEndpoints": [
    "https://www.colorsencyclopedia.com/api/brand-colors/amazon.json",
    "https://www.colorsencyclopedia.com/api/brand-colors.json"
  ]
}
Dataset manifest Version 1.0.0 Build hash published in manifest Canonical page

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