Amazon color palette
EcommerceAmazon's color identity is defined by its distinctive orange paired with deep gray and black neutrals, reflecting both approachability and trust. The palette is consistent across its ecommerce platform and brand materials.
amazon.comAmazon colors
Click any swatch to copy its hex. Hover for RGB and HSL.
Brand colors
The colors people recognise.- Amazon OrangePrimary255, 153, 0
- Amazon NavySecondary19, 25, 33
- Amazon BlueAccent20, 110, 180
Surfaces
Page, cards and dividers.- Amazon WhiteBackground255, 255, 255
- Amazon Light GraySurface243, 243, 243
- Amazon Border GrayBorder213, 217, 217
Text
Three tiers of copy.- Amazon BlackText17, 17, 17
- Amazon Dark GraySecondary text86, 89, 89
- Amazon Muted GrayMuted text118, 118, 118
Semantic
Feedback and state colors.- Amazon Success GreenSuccess0, 138, 0
- Amazon Warning YellowWarning255, 179, 0
- Amazon Error RedError177, 39, 4
- Amazon Info TealInfo1, 113, 133
Use Amazon's colors in your project
Pick a format, copy or download. Everything below is generated from the exact hex values above.
amazon-palette-colors.css · Paste into your global stylesheet.
:root {
--info: #017185;
--error: #B12704;
--accent: #146EB4;
--border: #D5D9D9;
--primary: #FF9900;
--success: #008A00;
--surface: #F3F3F3;
--warning: #FFB300;
--secondary: #131921;
--text-muted: #767676;
--background: #FFFFFF;
--text-primary: #111111;
--text-secondary: #565959;
}Contrast and accessibility
Every text tone tested against every surface, per WCAG 2.1.
Text on background
Needs 4.5:1 for body text
18.9:1
Pass
Text on surface
Needs 4.5:1 for body text
17.0:1
Pass
Secondary text on background
Needs 4.5:1 for body text
7.1:1
Pass
Secondary text on surface
Needs 4.5:1 for body text
6.4:1
Pass
Muted text on background
Needs 3:1 for large text
4.5:1
Pass
Muted text on surface
Needs 3:1 for large text
4.1:1
Pass
Amazon gray and neutral colors
The quiet part of the Amazon palette: page background, card surfaces, dividers and the three text tones that sit on them. Click a value to copy it.
- Amazon WhiteBackground
- HEX
- RGB
- HSL
- Amazon Light GraySurface
- HEX
- RGB
- HSL
- Amazon Border GrayBorder
- HEX
- RGB
- HSL
- Amazon BlackText
- HEX
- RGB
- HSL
- Amazon Dark GraySecondary text
- HEX
- RGB
- HSL
- Amazon Muted GrayMuted text
- HEX
- RGB
- HSL
About Amazon's colors
Amazon's palette uses a bold orange for energy and action, balanced by deep blues and grays for professionalism and trust. The use of high-contrast neutrals ensures accessibility and clarity.
Primary orange contrasts with navy for visual hierarchy.
Neutrals provide a clean, readable background.
Accent blue and teal highlight interactive elements.
Psychology
Orange evokes friendliness and approachability, encouraging engagement. Deep navy and black tones reinforce reliability and trustworthiness.
Evolution
Amazon's core palette has remained stable since the early 2000s, with orange and navy as signature colors. Minor adjustments to gray tones have improved accessibility and modernized the UI.
Where Amazon uses each color
- Primary
Amazon Orange is used for the smile logo, call-to-action buttons, and key highlights.
- Secondary
Amazon Navy appears in the website header, navigation bars, and footer backgrounds.
- Accent
Amazon Blue is used for links, selected states, and promotional banners.
- Backgrounds
Amazon White and Light Gray are used for page backgrounds and card surfaces.
- Text
Amazon Black and Dark Gray are used for primary and secondary text throughout the site.
- Semantic
Success Green, Warning Yellow, Error Red, and Info Teal are used for status messages and alerts.
Amazon color questions
Hex codes, RGB values, neutrals and how to use the palette.
The official Amazon brand color is Amazon Orange, hex code #FF9900.
Amazon Orange is RGB(255, 153, 0) and CMYK(0, 40, 100, 0).
Amazon uses several grays: Amazon Light Gray (#F3F3F3), Border Gray (#D5D9D9), Dark Gray (#565959), and Muted Gray (#767676) for backgrounds, borders, and text.
Use Amazon Orange for primary actions and branding, navy for navigation, and neutrals for backgrounds and text. Accent and semantic colors are reserved for links, highlights, and status indicators.
The secondary color is Amazon Navy, #131921, and the accent is Amazon Blue, #146EB4. Together with the primary they make up the three brand colors at the top of this page.
6 of 6 text and background pairings meet WCAG 2.1 AA contrast. The contrast section above shows every pairing with its exact ratio.
Use the export block on this page. It gives you CSS custom properties, a Tailwind config, W3C design tokens or a shadcn/ui theme built from these exact hex values, with copy and download buttons.
Yes. Export the Claude Code skill, Cursor rules or Codex prompt from the same block. The agent then applies Amazon's colors consistently when it generates UI.
Make something in the spirit of Amazon
Start from this palette's mood and get an original 13-color system for your own project, contrast-checked and ready to export.