Amazon Brand Colors

The Amazon colors are black, Amazon Orange, we recommend using the Amazon color palette for personal projects and in the case of commercial use to visit the company website. The color codes: RGB, CYMK for print, and Hex for web HTML/CSS. Amazon Official Website

Amazon color codes: RGB, CMYK, Pantone, Hex

Hex Color: #000000
RGB Color: 0 0 0
Hex Color: #ff9900
RGB Color: 255 153 0
  • #ff9900
  • #000000

Amazon color Palette Download

Download the Amazon color scheme palette image with the color hex codes as a single image. These are the suggested colors to be used for digital media.

Unveiling the Palette of Possibilities: A Guide to Amazon Brand Colors

In the realm of e-commerce giants, Amazon stands as a beacon of innovation and customer satisfaction. Its iconic logo, adorned with the familiar Amazon Orange, is instantly recognizable across the globe. But beyond this vibrant hue lies a rich tapestry of colors, each carefully chosen to evoke specific emotions and reinforce the company's brand identity.

Amazon Orange: The Symbol of Endless Possibilities

The cornerstone of Amazon's color palette, the vibrant orange exudes warmth, energy, and optimism. It represents the company's commitment to providing a vast array of products and services, catering to every need and desire. This energetic hue also symbolizes innovation and growth, reflecting Amazon's constant pursuit of new frontiers in the digital world.

Amazon Orange logo

Marine Blue: Trustworthiness and Reliability

Amidst the vibrancy of its color palette, Amazon introduces a touch of serenity with Marine Blue. This calming hue instills a sense of trust and reliability, aligning with Amazon's reputation for providing a secure and dependable online shopping experience. Marine Blue also represents depth and professionalism, reflecting Amazon's expertise in logistics and supply chain management.

Amazon Marine Blue logo

Complementing Colors: Enhancing the Visual Narrative

Amazon's color palette extends beyond the iconic orange and blue, incorporating a range of complementary hues that enhance the brand's visual narrative. These colors include:

  • Amazon Yellow: Cheerfulness, optimism, and affordability
  • Amazon Green: Sustainability, growth, and freshness
  • Amazon Black: Sophistication, elegance, and premium products

The Psychology of Color in Branding | Amazon's Masterful Approach

Amazon's deliberate selection of colors is not merely a matter of aesthetics; it is a strategic approach to influencing consumer perception and behavior. Color psychology plays a significant role in branding, as different hues evoke distinct emotional responses and associations.

The use of Amazon Orange taps into the positive emotions of warmth, energy, and excitement, making it an effective choice for attracting customers and generating a sense of anticipation. Marine Blue, on the other hand, instills trust and reliability, reassuring consumers that their transactions are secure and their data is protected.


Amazon's brand colors are not just a visual representation of the company; they are an integral part of its identity. The careful selection and strategic use of color reflect Amazon's core values of innovation, customer satisfaction, and trustworthiness. As Amazon continues to expand its reach and redefine the e-commerce landscape, its color palette will remain a powerful tool for connecting with consumers and reinforcing its brand promise.