Amazon brand guidelines: Amazon's brand in your ads, and your brand on Amazon
Amazon brand guidelines cover two different sets of rules. One says how sellers may use Amazon's name and logos in their own advertising. The other says how your brand must appear in your Amazon listings. Getting either wrong means rejected ads or blocked listings. This guide covers both, from Amazon's own brand usage and Brand Name policy pages.
Key takeaways
- Sellers may use the "available at Amazon" logo in ads without review; the Amazon logo and Smile logo are not permitted without approval.
- Amazon must be written in title case, and Amazon's own buttons are not allowed as ad calls to action, except named eCommerce buttons.
- The brand name on a listing must match the brand permanently shown on the product or packaging; unbranded products are listed as generic.
- A different brand or trademark needs a new ASIN; Amazon says never to modify trademark information on an existing one.
- Brand Registry lets you list with your brand name; some brand errors, such as 5664 or 5461, need an approval application.
What Amazon brand guidelines cover
Search results for Amazon brand guidelines mix several documents. For sellers, two matter most. Amazon Ads publishes brand usage guidelines for third-party display ads: how vendors and sellers may use the Amazon name, logos and buttons when advertising products sold on Amazon. Seller Central publishes the Amazon Brand Name policy: how the brand of your own product must be entered and shown in listings.
A third set is your own: the brand guidelines you keep so your logo, colors and tone look the same across your listings, A+ Content and Brand Store. Amazon does not write those for you, but its Store creative guidelines set the technical frame they have to fit.
- Amazon's brand in your ads
- Brand usage guidelinesAmazon Ads
- Your brand in listings
- Brand Name policySeller Central
- Your brand in your Store
- Store creative guidelinesAmazon Ads
- Your own style guide
- Written by youConsistency
Using the "available at Amazon" logo
Amazon says third-party vendors and sellers may display the "available at Amazon" logo in their ads to promote the availability of their products at Amazon, with no formal review or approval needed. It comes in two colors, white and squid ink, and you choose whichever is most legible on the background. The artwork, proportions and color must not be altered.
Amazon also discourages the logo on ads placed on Amazon itself, since shoppers are already there; it is meant for ads off Amazon that link in. Where space is too small for the badge, Amazon allows the words Available at Amazon typeset in your own font, with Available capitalized.
| Logo version | Minimum width, print | Minimum width, screen 1x | Minimum width, screen 2x |
|---|---|---|---|
| Stacked "available at Amazon" | 0.75 inches | 90 px | 180 px |
| Horizontal "available at Amazon" | 1.4 inches | 140 px | 280 px |
Clear space around the logo scales with the height of the letters in the Amazon logo, so the bigger the logo, the more space around it. Amazon offers localized versions of the logo for other countries and regions.
What needs approval, and what is not allowed
Allowed without approval
- The "available at Amazon" logo, unaltered, in white or squid ink
- "Available at Amazon" typeset when space is too small for the badge
- Amazon written in title case in your ad copy
- eCommerce buttons Amazon names, such as Add to Cart and Shop now, in eCommerce ads
- The Amazon logo in a line up with two or more other retailers, when the ad does not link to Amazon
Not allowed, or only with Amazon's written approval
- The Amazon logo or Smile logo in ads linking to Amazon
- Co-branded lockups of your logo with the Amazon logo
- Amazon's own button styles as calls to action
- AMAZON in all capitals or amazon in lowercase
- Amazon program names or look-alike phrases, such as a play on Subscribe & Save
- Amazon product images, or images taken from search engines
Amazon's guidance says any use of the Amazon logo must be reviewed and approved, with requests sent with examples to your account team, and that all ad imagery must be owned by the advertiser or cleared before launch. Our guide to the Amazon advertising strategy covers ads that send outside traffic to Amazon.
Calls to action and Amazon terms in your ads
The Amazon brand usage guidelines also control the words in your ads. For Amazon branded text links, Amazon lists the calls to action it allows: Shop now at Amazon.com, Shop now, Pre-order now, Learn more, See details and Watch now.
When the text names the store, Amazon asks for "at Amazon.com", and offsite static ads that link to Amazon should show the available at Amazon logo or one of these text link CTAs.
Amazon's proprietary terms are protected too. Words and phrases tied to Amazon features, such as Gold Box, Deal of the Day, 1-Click, Wish List, Today's Deals, Subscribe & Save and Kindle, need Amazon's approval, and phrases that imitate them are not allowed. Amazon's own example is "Subscribe & Shop Now", which could be confused with Subscribe & Save.
| Ad element | Allowed | Needs approval or not allowed |
|---|---|---|
| Text link CTA | Shop now at Amazon.com, Shop now, Pre-order now, Learn more, See details, Watch now | Vague or inaccurate CTAs |
| Buttons | Your own branded buttons; named eCommerce buttons in eCommerce ads | Amazon's button styles as CTAs |
| Amazon terms | Plain references to availability at Amazon | Gold Box, 1-Click, Subscribe & Save and look-alikes |
| Imagery | Images you own or have cleared | Amazon product images without approval; images from search engines |
| Amazon DSP ads | Available at Amazon logo or a text link CTA when linking in | The Amazon logo itself |
These rules apply to display ads for third-party products that link to Amazon. Amazon notes that teams outside digital display advertising should contact its trademarks team for guidance, and that all ad imagery is subject to Amazon's approval.
Amazon's Brand Name policy for your listings
The second set of Amazon brand guidelines applies to your catalog. Amazon's Brand Name policy requires sellers to represent a product's brand accurately. Amazon defines a brand as a name that represents a product or set of products, sharing a common name, logo or mark on the product or packaging. The brand value on the listing must match that name, not a product type, a description or a SKU.
Branding must be permanently affixed, meaning it cannot easily be removed. Products with no identifiable brand are listed with generic as the brand value. Listing a branded product as generic, or using another brand's intellectual property on a generic listing, breaks Amazon's listing policies. Books, music, video, DVD and digital products do not need a brand value.
| Situation | Brand value on the listing |
|---|---|
| Your own brand, printed on the product | Your brand name, exactly as on the product |
| Your own brand in Brand Registry | Your registered brand name |
| Another brand you resell | That brand's name, on its existing listing |
| No brand at all | generic |
| Books, music, video, DVD, digital | Can be left blank |
Amazon's detail page rules add a related rule: a product sold under a different trademark needs a new ASIN rather than an edit to an existing one, and trademark information on an existing ASIN must never be modified. Our guide to the Amazon product page covers the rest of the detail page rules.
Brand name errors and how to fix them
| Error code | What it means | What to do |
|---|---|---|
| 5664, 5665, 5668 | Brand name not approved by Amazon | Apply with the requested documentation |
| 5461 | Not approved to create a new ASIN for this brand | Apply with the requested documentation |
| 5885, 5886, 5887 | Adding an offer to or editing a generic ASIN | Check the generic product policy |
| 5995 | Not approved to update the brand name | Request approval, or fix through support if minor |
Minor corrections, such as typos, capitalization and legal abbreviations, go through Selling Partner Support using the Brand update issue type. Larger problems usually point to Brand Registry: Amazon says enrolling, with a registered or pending trademark, lets you list ASINs with your brand's name as the brand value. Our brand protection service handles Brand Registry and brand name issues.
Keeping your own brand consistent on Amazon
Your own brand guidelines are what make a listing, an A+ module and a Brand Store look like one company. Brand identity on Amazon is built from a few visual elements repeated everywhere: the logo, a small color palette, typography for text on images, and a consistent style of imagery. A brand voice for copy completes it.
A short style guide is enough for most Amazon brands, and it saves time on every new product.
Write down logo usage, including clear space and which version to use on light and dark backgrounds, the colors and their values, one or two fonts, rules for product photography and lifestyle images, and a few examples of the tone of voice in bullets and A+ text.
Shared with designers, agencies and freelancers, it keeps every asset consistent, which builds the trust shoppers need to buy from a brand they do not know yet.
Amazon sellers who also market off Amazon can use the same guide for social content and marketing materials, so customers recognize the brand wherever they meet it, while the Amazon rules above ensure the Amazon side of every asset stays compliant and professional.
Amazon's Store creative guidelines set the technical frame. The Store header shows a hero image, your brand logo and the navigation bar; the logo acts as a home button on every page. Amazon warns that up to 30% of a hero image can be cropped, 15% from each side, so vital elements must sit in the central safe zone, and it recommends images 3,000 px wide for high-resolution display.
Our guides to the Amazon Brand Store and Amazon storefront examples show brand guidelines applied, and our storefront design service builds them.
Amazon brand guidelines: FAQ
What are Amazon brand guidelines?
Amazon's rules for using its name and logos in your ads, plus its Brand Name policy for how your brand appears in listings.
Can sellers use the Amazon logo in ads?
Not without approval. Sellers may use the available at Amazon logo; the Amazon and Smile logos are not permitted.
Do I need approval to use the available at Amazon logo?
No. Amazon says no formal review or approval is needed, as long as the artwork is not altered.
What colors does the available at Amazon logo come in?
White and squid ink; use whichever is more legible on your background.
How small can the available at Amazon logo be?
Stacked: 90 px wide on 1x screens; horizontal: 140 px, with larger minimums for print and 2x screens.
How should Amazon be written in ads?
In title case. Amazon says all capitals or all lowercase are not allowed.
What is the Amazon Brand Name policy?
A rule that the brand value on a listing must match the brand permanently shown on the product or packaging.
What brand do I use for an unbranded product?
generic, per Amazon's Brand Name policy.
Can I change the brand on an existing ASIN?
No. A different trademark needs a new ASIN; minor typos can be fixed through Selling Partner Support.
What does error 5461 mean?
You are not approved to create a new ASIN for that brand; Amazon asks for an application with documentation.
Sources
- Amazon brand usage guidelines for third-party display ads, Amazon AdsLast verified September 24, 2026.
- Amazon Brand Name policy, Seller Central helpLast verified September 24, 2026.
- Stores creative guidelines, Amazon AdsLast verified September 24, 2026.
- Product detail page rules, Seller Central helpLast verified September 24, 2026.
Get a free brand compliance check
Send your listings and one of your ads. You get a written read of brand name issues, logo use, and where your brand looks inconsistent on Amazon.
See the brand protection service