Amazon Text Link CTAs
The following CTAs are allowed in Amazon branded text links:
• Shop now at Amazon.com
• Shop now
• Pre-order now
• Learn more
• See details
• Watch now
• Shop now
• Pre-order now
• Learn more
• See details
• Watch now
Amazon text links should conform to the following standards:
• Typeface & Sizing - Amazon Text Link CTAs should always be set at one of two sizes – Frutiger 57 Condensed at 11.5 point for small applications and Frutiger 67 Condensed at 14 point for large. Recommended small applications include small IAB ad units (Micro Bar, Button 1, Square Button, Half Banner, Full Banner) or custom units such as site stripes, mini marquees, etc. Recommended large applications include large IAB ad units (Medium Rectangle, Wide Skyscraper, Skyscraper, Leaderboard), or custom units such as home page pushdowns, marquee pushdowns, etc.
• Graphical Styling - The underline should ‘break’ for descenders, that is to say there should be one pixel of clear space on either side of each descender.
• Colour - The CTA can be any colour as long as – 1) all elements within the CTA (arrow, text and underline) use the same base colour, 2) the CTA complements the promotional graphic it is used in, and 3) it stands out enough to be seen. The opacity of the underline and arrow elements should be set to 70% of the text colour.
• Graphical Styling - The underline should ‘break’ for descenders, that is to say there should be one pixel of clear space on either side of each descender.
• Colour - The CTA can be any colour as long as – 1) all elements within the CTA (arrow, text and underline) use the same base colour, 2) the CTA complements the promotional graphic it is used in, and 3) it stands out enough to be seen. The opacity of the underline and arrow elements should be set to 70% of the text colour.
• .com Usage - Although “Amazon” is preferred, using “Amazon.com” for CTA text links is also acceptable. (applies to amazon.com, amazon.co.uk, amazon.ca, amazon.de, amazon.fr, amazon.it, amazon.es, amazon.co.jp, etc.)
Amazon Capitalization & Punctuation
Amazon should always be in title case (all capitals or lowercase is not allowed).
Brand Phrases
The use of Amazon proprietary words, phrases, products, etc. that directly tie into Amazon functionality or features is allowed (e.g. “Gold Box Deal Of The Day”), but requires approval from Amazon. Outside of this context, use of Amazon branded terms or similar statements are not allowed unless expressly approved.
This includes but is not limited to:
Brand Phrases
The use of Amazon proprietary words, phrases, products, etc. that directly tie into Amazon functionality or features is allowed (e.g. “Gold Box Deal Of The Day”), but requires approval from Amazon. Outside of this context, use of Amazon branded terms or similar statements are not allowed unless expressly approved.
This includes but is not limited to:
• Gold Box
• Deal of the Day
• Super Saver Shipping
• 1-Click
• Seller Central
• Wish List (or Wishlist)
• Today’s Deals
• Subscribe & Save
• Kindle
• Amazon Mom
• Look Inside the Book
• Similar phrases (e.g. – “One Click Install”)
Logo Guidelines
Amazon's current logo is a custom typeface; however, they previously used Officina. The typeface that looks most like Amazon's current logo is Officina Sans Pro Black. I will consider using this for headers to keep consistency with the logo typeface. For body copy, Amazon's platform currently uses Arial Regular. This will also be considered when developing forward designs.
Amazon's current logo is a custom typeface; however, they previously used Officina. The typeface that looks most like Amazon's current logo is Officina Sans Pro Black. I will consider using this for headers to keep consistency with the logo typeface. For body copy, Amazon's platform currently uses Arial Regular. This will also be considered when developing forward designs.
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