Prime Video color palette
EntertainmentPrime Video's color identity centers on a distinctive blue, paired with dark neutrals and white for high contrast and clarity. The palette is consistent across digital and marketing materials, reflecting a modern, entertainment-focused brand.
primevideo.comPrime Video colors
Click any swatch to copy its hex. Hover for RGB and HSL.
Brand colors
The colors people recognise.- Prime Video BluePrimary0, 168, 225
- Prime Video NavySecondary35, 47, 62
- Prime Video OrangeAccent255, 153, 0
Surfaces
Page, cards and dividers.- Prime Video BlackBackground18, 18, 18
- Prime Video SurfaceSurface26, 36, 47
- Prime Video Border GrayBorder55, 71, 90
Text
Three tiers of copy.- Prime Video WhiteText255, 255, 255
- Prime Video Light GraySecondary text182, 189, 198
- Prime Video Muted GrayMuted text122, 134, 154
Semantic
Feedback and state colors.- Prime Video Success GreenSuccess0, 196, 129
- Prime Video Warning YellowWarning255, 199, 0
- Prime Video Error RedError229, 9, 20
- Prime Video Info BlueInfo0, 168, 225
Use Prime Video's colors in your project
Pick a format, copy or download. Everything below is generated from the exact hex values above.
prime-video-palette-colors.css · Paste into your global stylesheet.
:root {
--info: #00A8E1;
--error: #E50914;
--accent: #FF9900;
--border: #37475A;
--primary: #00A8E1;
--success: #00C481;
--surface: #1A242F;
--warning: #FFC700;
--secondary: #232F3E;
--text-muted: #7A869A;
--background: #121212;
--text-primary: #FFFFFF;
--text-secondary: #B6BDC6;
}Contrast and accessibility
Every text tone tested against every surface, per WCAG 2.1.
Text on background
Needs 4.5:1 for body text
18.7:1
Pass
Text on surface
Needs 4.5:1 for body text
15.7:1
Pass
Secondary text on background
Needs 4.5:1 for body text
9.9:1
Pass
Secondary text on surface
Needs 4.5:1 for body text
8.3:1
Pass
Muted text on background
Needs 3:1 for large text
5.1:1
Pass
Muted text on surface
Needs 3:1 for large text
4.3:1
Pass
Prime Video background, border and text colors
Prime Video runs a dark interface, so these grays carry the layout: background, sidebar surfaces, dividers and three tiers of text. Click a value to copy it.
- Prime Video BlackBackground
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- RGB
- HSL
- Prime Video SurfaceSurface
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- RGB
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- Prime Video Border GrayBorder
- HEX
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- Prime Video WhiteText
- HEX
- RGB
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- Prime Video Light GraySecondary text
- HEX
- RGB
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- Prime Video Muted GrayMuted text
- HEX
- RGB
- HSL
About Prime Video's colors
Prime Video's palette uses a vivid blue as its anchor, contrasted with deep navy and black backgrounds for cinematic impact. Accents in orange and functional colors for status create a clear, accessible hierarchy.
Primary blue is complemented by orange for calls to action.
Dark backgrounds enhance content focus and reduce eye strain.
Neutral grays support legibility and subtle UI separation.
Psychology
The blue conveys trust, reliability, and a sense of modernity, while the dark tones evoke a premium, immersive viewing experience. Orange accents add energy and draw attention to interactive elements.
Evolution
Prime Video's palette has remained stable since its rebrand from Amazon Video, maintaining the signature blue and dark UI. Minor tweaks have refined contrast and accessibility but the core colors are consistent.
Where Prime Video uses each color
- Primary
Used for the logo, primary buttons, and key highlights in the app and website navigation.
- Secondary
Appears in headers, footers, and as a background for navigation elements.
- Accent
Applied to call-to-action buttons and important notifications.
- Backgrounds
Dark backgrounds are used throughout the app interface and video player screens.
- Text
White and light gray are used for primary and secondary text for maximum readability on dark surfaces.
- Semantic
Success, warning, and error colors are used for status messages, alerts, and feedback components.
Prime Video color questions
Hex codes, RGB values, neutrals and how to use the palette.
The official Prime Video brand color is #00A8E1, known as Prime Video Blue.
Prime Video Blue (#00A8E1) in RGB is (0, 168, 225); in CMYK it is (100, 25, 0, 12).
Prime Video uses #232F3E (Prime Video Navy), #121212 (Prime Video Black), and #1A242F (Prime Video Surface) for backgrounds and UI elements.
Use #00A8E1 for primary actions and branding, with dark backgrounds (#121212, #232F3E) and white or light gray text (#FFFFFF, #B6BDC6) for clarity and accessibility.
The secondary color is Prime Video Navy, #232F3E, and the accent is Prime Video 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 Prime Video's colors consistently when it generates UI.
Make something in the spirit of Prime Video
Start from this palette's mood and get an original 13-color system for your own project, contrast-checked and ready to export.