Brand colors

Amazon colors

Amazon's 5 brand colors as structured tokens — every role's hex with copy buttons, contrast pairs measured against the brand's own surface, and CSS / DTCG downloads. Ask your agent for a palette inspired by Amazon via the colors MCP.

Full brand page →E-commerce / cloud computing

Source: amazon.com
Extracted: 2 September 2026
Version: 4
Guidelines: official

primaryff9900 secondary232f3e accent2162a1 surfaceffffff text0f1111

Role tokens

primary#ff9900 · Amazon Orange
secondary#232f3e · Squid Ink
accent#2162a1 · Dark Blue
surface#ffffff · White
text#0f1111 · Near Black

Open in palette tool Contrast checker

Contrast pairs

Pair	Ratio	AA	AA large	AAA	Fix
Aaprimary on surface	2.14:1	fail	fail	fail	AA: primary → #a86500 (4.64:1)
Aasecondary on surface	13.57:1	pass	pass	pass	—
Aaaccent on surface	6.31:1	pass	pass	fail	AAA: accent → #1e5994 (7.21:1)
Aatext on surface	18.94:1	pass	pass	pass	—
Aatext on primary	8.85:1	pass	pass	pass	—
Aatext on secondary	1.4:1	fail	fail	fail	AA: text → #8b9898 (4.55:1)
Aatext on accent	3:1	fail	pass	fail	AA: text → #d6dbdb (4.51:1)

Measured against the brand's own surface where it has one; fixes move lightness only so they stay on-hue.

Download

The same tokens as CSS custom properties, a Tailwind v4 @theme block, and a W3C DTCG color group — or fetch tokens.json / brand.css for the full brand.

css · amazon-com-colors.css

:root {
  --color-primary: #ff9900;
  --color-secondary: #232f3e;
  --color-accent: #2162a1;
  --color-surface: #ffffff;
  --color-text: #0f1111;
}

tailwind · theme.css

/* Amazon — Tailwind v4 theme. Import after "tailwindcss". */
@theme {
  --color-primary: #ff9900;
  --color-secondary: #232f3e;
  --color-accent: #2162a1;
  --color-surface: #ffffff;
  --color-text: #0f1111;
}

dtcg · amazon-com-colors.tokens.json

{
  "$description": "Amazon brand colors",
  "color": {
    "primary": {
      "$type": "color",
      "$value": "#ff9900"
    },
    "secondary": {
      "$type": "color",
      "$value": "#232f3e"
    },
    "accent": {
      "$type": "color",
      "$value": "#2162a1"
    },
    "surface": {
      "$type": "color",
      "$value": "#ffffff"
    },
    "text": {
      "$type": "color",
      "$value": "#0f1111"
    }
  }
}

Similar brand palettes

Public brands whose primary sits closest on the hue wheel.

Lemon Squeezy5 colors

mcpConnect your agent — riff on Amazon

live endpoint

Point any MCP client at the shared colors endpoint and your agent gets the same engine as this page — direct_palette, edit_direction, check_palette, check_contrast — read-only, no key. Every direction it proposes comes with a /colors/d/… link: open it, lock what you like, paste the link back, and the agent edits rather than re-rolls.

endpointhttps://mcp.brandsweets.com/colors/mcp

claude mcp add --transport http brandsweets-colors https://mcp.brandsweets.com/colors/mcp

try this prompt

›build a palette inspired by Amazon for a E-commerce / cloud computing startup — keep the feel, change the primary, and give me the /palettes/new link

tool url/palettes/new/ff9900-232f3e-2162a1-ffffff-0f1111?lock=0

Want the agent to remember your picks and write them into a living brand? Create a free BrandSweets workspace.

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