# Amazon

> Generated by BrandSweets from the amazon-com BrandDoc (v4, schema 1). Do not edit by hand.

## Identity

**Tagline:** Free shipping on millions of items. Get the best of Shopping and Entertainment with Prime. Enjoy low prices and great deals on the largest selection of every…

**Mission:** To be Earth's most customer-centric company.

**Sector:** E-commerce / cloud computing

**Founded:** 1994

**Domain:** amazon.com

**Guidelines:** https://press.aboutamazon.com/


Amazon was founded by Jeff Bezos in 1994 as an online bookstore run from a Seattle garage and grew into the world's largest online retailer, then into cloud computing (AWS), devices, streaming and logistics. The logo's orange arrow runs from A to Z — 'everything from A to Z' — and doubles as a smile.

## Voice

**Tone:** customer-obsessed, direct, plain-spoken

### Do

- Start from the customer's need and work backwards.
- Be specific: prices, dates, delivery windows.

### Don't

- Don't pad with marketing adjectives.
- Don't make the company the hero of the sentence — the customer is.

## Colors

| Role | Name | Hex | Dark | Usage |
| --- | --- | --- | --- | --- |
| `primary` | Amazon Orange | `#ff9900` | — | The smile/arrow orange in the Amazon logo. Source: Amazon logo SVG (Wikimedia Commons, official artwork): arrow fill #FF9900, wordmark #221F1F. |
| `secondary` | Squid Ink | `#232f3e` | — | Amazon's dark navy used for the site header and dark UI surfaces. Source: Amazon logo SVG (Wikimedia Commons, official artwork): arrow fill #FF9900, wordmark #221F1F. |
| `accent` | Dark Blue | `#2162a1` | — | Accent: highlights and secondary emphasis. |
| `surface` | White | `#ffffff` | — | Page and card background. |
| `text` | Near Black | `#0f1111` | — | Body text on surface. |

### Scales

- **primary:** 50 `#faf6ef`, 100 `#f4e8d7`, 200 `#ffdaa3`, 300 `#ffc46b`, 400 `#ffaf38`, 500 `#ff9900`, 600 `#e08700`, 700 `#b86e00`, 800 `#8f5600`, 900 `#5e3c08`, 950 `#3d2705`
- **secondary:** 50 `#f3f5f6`, 100 `#e2e5e9`, 200 `#c4d0de`, 300 `#a0b3ca`, 400 `#8099b7`, 500 `#6281a7`, 600 `#516d90`, 700 `#425976`, 800 `#33455b`, 900 `#232f3e`, 950 `#192029`
- **accent:** 50 `#f1f5f9`, 100 `#dce6ef`, 200 `#b3d1ef`, 300 `#84b5e6`, 400 `#5a9cdd`, 500 `#3485d5`, 600 `#2670ba`, 700 `#2162a1`, 800 `#184777`, 900 `#163350`, 950 `#0f2134`
- **surface:** 50 `#ffffff`, 100 `#e6e6e6`, 200 `#d1d1d1`, 300 `#b5b5b5`, 400 `#9c9c9c`, 500 `#858585`, 600 `#707070`, 700 `#5c5c5c`, 800 `#474747`, 900 `#333333`, 950 `#212121`
- **text:** 50 `#f4f5f5`, 100 `#e5e6e6`, 200 `#ced4d4`, 300 `#b1b9b9`, 400 `#96a2a2`, 500 `#7d8c8c`, 600 `#697777`, 700 `#566161`, 800 `#434c4c`, 900 `#303636`, 950 `#0f1111`

## Typography

### Families

#### Arial `arial`
- **Source:** system
- **Weights:** 400 Regular, 700 Bold
- **Fallback stack:** `Arial, sans-serif`

### Role assignments

- **heading:** Arial (`arial`)
- **body:** Arial (`arial`)

### Scale

| Step | Size (rem) | Line height | Tracking (em) |
| --- | --- | --- | --- |
| sm | 0.875 | 1.5 | — |
| base | 1 | 1.6 | — |
| lg | 1.25 | 1.4 | — |
| xl | 1.75 | 1.25 | — |
| 2xl | 2.25 | 1.15 | — |
| display | 3.5 | 1.05 | -0.02 |

## Gradients

Derived from the colour roles (perceptual interpolation; same tokens in brand.css / tokens.json):

- **--brand-gradient:** `linear-gradient(135deg in oklch shorter hue, #ff9900 0%, #232f3e 100%)` — worst-case contrast white 2.14:1, black 1.55:1
- **--brand-gradient-hero:** `linear-gradient(135deg in oklch shorter hue, #926e4e 0%, #030508 100%)` — ink #ffffff; worst-case contrast white 4.60:1 AA, black 1.03:1
- **--brand-gradient-button:** `linear-gradient(180deg in oklch shorter hue, #ffa730 0%, #f18c00 100%)` — ink #000000; hover `linear-gradient(180deg in oklch shorter hue, #ffb65d 0%, #fb9600 100%)`; active `linear-gradient(180deg in oklch shorter hue, #ff9c0e 0%, #e78300 100%)`

## Boards

- **Cover** — `cover` (`board-cover`)
- **Color System** — `color-system` (`board-colors`)
- **Type Specimen** — `type-specimen` (`board-type`)
- **Logo Suite** — `logo-suite` (`board-logos`)

## Resources

- Tokens (JSON): /b/amazon-com/tokens.json
- Tokens (CSS): /b/amazon-com/brand.css
- This document: /b/amazon-com/brand.md
- MCP endpoint (public read): mcp.brandsweets.com/amazon-com/mcp
- Agent integration guide: /agents.md