E-CommerceFounded 1994
Amazon Brand Colors
Amazon's brand uses a simple orange-and-black palette that conveys energy, friendliness, and reliability.
amazon.com ↗Brand Palette
#FF9900
#232F3E
#146EB4
Primary
Navigation
Link
Color Values
Amazon Orange
Primary
- HEX
- #FF9900
- RGB
- rgb(255, 153, 0)
- HSL
- hsl(36, 100%, 50%)
Amazon Dark
Navigation
- HEX
- #232F3E
- RGB
- rgb(35, 47, 62)
- HSL
- hsl(213, 28%, 19%)
Amazon Blue
Link
- HEX
- #146EB4
- RGB
- rgb(20, 110, 180)
- HSL
- hsl(206, 80%, 39%)
Accessibility Analysis
| Color | on White | on Black |
|---|---|---|
Amazon Orange | 2.14:1Fail | 9.81:1AAA |
Amazon Dark | 13.57:1AAA | 1.55:1Fail |
Amazon Blue | 5.36:1AA | 3.92:1AA Large |
WCAG AA requires 4.5:1 for normal text. AA Large requires 3:1 for large text (18pt+) and UI components. AAA requires 7:1.
CSS Implementation
:root {
--amazon-amazon-orange: #FF9900;
--amazon-amazon-dark: #232F3E;
--amazon-amazon-blue: #146EB4;
}
/* Usage example */
.btn-primary {
background-color: var(--amazon-amazon-orange);
color: #ffffff;
}Similar Color Alternatives
Named colors visually closest to Amazon's primary color — useful for approximations or accessible substitutes.
Design Notes
Color Psychology
Amazon uses a mid-tone palette anchored by Amazon Orange (#FF9900). Retail brands favor high-energy warm tones (orange, red, yellow) that drive urgency and purchase intent, balanced by neutral backgrounds.
Design Principles
- Consistent color usage across touchpoints builds strong brand recognition
- Color palette reflects the brand's industry positioning and audience expectations
Explore Individual Colors
Tags
ecommerceorangeretailmarketplace
More E-Commerce Brand Colors
Frequently Asked Questions
What are Amazon's official brand colors?
Amazon's official brand colors are: Amazon Orange (#FF9900), Amazon Dark (#232F3E), Amazon Blue (#146EB4).
What is Amazon's primary color hex code?
Amazon's primary brand color is Amazon Orange with hex code #FF9900.
What are the RGB values for Amazon's primary color?
Amazon Orange (#FF9900) has RGB values of rgb(255, 153, 0).
What is the HSL value of Amazon's primary color?
Amazon Orange has an HSL value of hsl(36, 100%, 50%).
Is Amazon's primary color WCAG accessible?
Amazon Orange (#FF9900) has a contrast ratio of 2.14:1 on white, which does not pass WCAG AA (requires 4.5:1). Consider pairing it with a high-contrast text color.
What industry is Amazon in?
Amazon operates in the E-Commerce industry, founded in 1994.