Kindle color palette
ConsumerKindle's brand color system uses a distinctive blue as its primary color, supported by neutral grays and black for a clean, readable interface. The palette emphasizes simplicity and legibility, reflecting Kindle's focus on reading.
amazon.comKindle colors
Click any swatch to copy its hex. Hover for RGB and HSL.
Brand colors
The colors people recognise.- Kindle BluePrimary0, 153, 204
- Kindle SlateSecondary35, 47, 62
- Kindle OrangeAccent255, 153, 0
Surfaces
Page, cards and dividers.- Kindle WhiteBackground255, 255, 255
- Kindle Light GraySurface245, 246, 247
- Kindle Border GrayBorder213, 217, 217
Text
Three tiers of copy.- Kindle Text BlackText35, 47, 62
- Kindle Text GraySecondary text88, 96, 105
- Kindle Muted GrayMuted text138, 143, 152
Semantic
Feedback and state colors.- Kindle Success GreenSuccess60, 154, 95
- Kindle Warning YellowWarning247, 179, 43
- Kindle Error RedError215, 38, 61
- Kindle Info BlueInfo0, 153, 204
Use Kindle's colors in your project
Pick a format, copy or download. Everything below is generated from the exact hex values above.
kindle-palette-colors.css · Paste into your global stylesheet.
:root {
--info: #0099CC;
--error: #D7263D;
--accent: #FF9900;
--border: #D5D9D9;
--primary: #0099CC;
--success: #3C9A5F;
--surface: #F5F6F7;
--warning: #F7B32B;
--secondary: #232F3E;
--text-muted: #8A8F98;
--background: #FFFFFF;
--text-primary: #232F3E;
--text-secondary: #586069;
}Contrast and accessibility
Every text tone tested against every surface, per WCAG 2.1.
Text on background
Needs 4.5:1 for body text
13.6:1
Pass
Text on surface
Needs 4.5:1 for body text
12.5:1
Pass
Secondary text on background
Needs 4.5:1 for body text
6.4:1
Pass
Secondary text on surface
Needs 4.5:1 for body text
5.9:1
Pass
Muted text on background
Needs 3:1 for large text
3.2:1
Pass
Muted text on surface
Needs 3:1 for large text
3.0:1
Pass
Kindle background, border and text colors
The quiet part of the Kindle palette: page background, card surfaces, dividers and the three text tones that sit on them. Click a value to copy it.
- Kindle WhiteBackground
- HEX
- RGB
- HSL
- Kindle Light GraySurface
- HEX
- RGB
- HSL
- Kindle Border GrayBorder
- HEX
- RGB
- HSL
- Kindle Text BlackText
- HEX
- RGB
- HSL
- Kindle Text GraySecondary text
- HEX
- RGB
- HSL
- Kindle Muted GrayMuted text
- HEX
- RGB
- HSL
About Kindle's colors
Kindle's palette is anchored by a vibrant blue, contrasted with deep slate and bright accent orange. The use of neutral grays ensures readability and a modern, minimal interface.
Blue and orange provide complementary contrast.
Slate and white create a clear hierarchy.
Grays unify UI elements for consistency.
Psychology
The blue evokes trust, calm, and focus, aligning with Kindle's reading experience. Orange draws attention to calls-to-action without overwhelming the interface.
Evolution
Kindle's palette has remained stable, with blue as the core identity color since launch. Minor adjustments to gray tones have improved accessibility and screen clarity.
Where Kindle uses each color
- Primary
Kindle Blue is used for main navigation highlights and key buttons.
- Secondary
Kindle Slate appears in headers, footers, and secondary navigation.
- Accent
Kindle Orange is reserved for purchase buttons and promotional banners.
- Backgrounds
Kindle White and Light Gray are used for reading surfaces and app backgrounds.
- Text
Text Black and Text Gray are used for primary and secondary text respectively, ensuring legibility.
- Semantic
Success Green, Warning Yellow, and Error Red are used for status messages and alerts.
Kindle color questions
Hex codes, RGB values, neutrals and how to use the palette.
The official Kindle brand color is Kindle Blue, hex code #0099CC.
Kindle Blue (#0099CC) has an RGB value of (0, 153, 204) and a CMYK value of (100, 25, 0, 20).
Kindle uses Kindle Slate (#232F3E), Kindle Light Gray (#F5F6F7), Kindle Border Gray (#D5D9D9), and Kindle Muted Gray (#8A8F98) in its UI.
Use Kindle Blue (#0099CC) for primary actions, Kindle Orange (#FF9900) for accents, and Kindle Slate (#232F3E) for backgrounds and text. Neutrals and semantic colors support readability and status messaging.
The secondary color is Kindle Slate, #232F3E, and the accent is Kindle Orange, #FF9900. 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 Kindle's colors consistently when it generates UI.
Make something in the spirit of Kindle
Start from this palette's mood and get an original 13-color system for your own project, contrast-checked and ready to export.