Any developer that is incorporating Alexa badges, logos, or symbols into their content should use the guidance outlined below. Use of other Amazon Alexa trademarks requires specific approval from your marketing manager to use. All Alexa logos can only be used on Amazon-owned creative, unless specifically approved by Amazon for other use. Please first refer to our badge guidance below for additional resources regarding marketing non-Amazon owned assets, products, or services.
Unless there are space constraints, all assets that use these logos or badges must include the following attribution: “Amazon, Alexa, and all related marks are trademarks of Amazon.com, Inc. or its affiliates.” Broadcast and print assets must always have the attribution. Please refer to the Trademark Guidelines for more information.
Alexa-branded badges help communicate the relationship between Alexa and your products or services. We encourage all qualified products to leverage the appropriate badge to drive consistency and brand recognition. Certified products can integrate badges into product packaging, online placements, and marketing collateral. *Don't use multiple badges in your marketing collateral.*
- Must apply for and receive Works with Alexa (WWA) certification for your device.
- Must meet the minimum requirements in the WWA Program Guidelines.
- Must adhere to the WWA Trademark Usage Guidelines.
- Visit the WWA Certification page for more information about obtaining WWA certification.
- If you have any questions about the WWA program, please contact wwa-review@amazon.com.
- Amazon reserves the right to request any changes or take appropriate action against any use of the WWA badge that is made without permission or that does not conform to these guidelines.
- Must agree to Alexa Voice Service Terms and Agreements
- Must adhere to the Alexa Built-in Trademark Usage Guidelines
- Must comply with the Alexa Built-in Badging Program
- Must adhere to Alexa Messaging Guidelines
- For marketing approval, submit material to avs-marketing-review@amazon.com
- Skills created using the Alexa Skills Kit are qualified to use this badge.
- Must adhere to the applicable Trademark, Brand, and Marketing Guidelines
- Smart home skills may not use this badge. The only badging allowed for smart home is the Works With Alexa badge which must follow the certification process outlined on the WWA Certification page and the requirements outlined above.
- For marketing approval, submit material to the alexa-skills-approvals alias.
Various color versions of the Alexa badges are available to allow flexibility for application on different backgrounds.
Clear space is the area around the logo that should remain free of any other logos, graphics, text, or borders.
While more is better, the minimum clear space for the logo should be equivalent to half the height of the Alexa icon.
Horizontal badges must be no smaller than .5 inches high for print, 38 px for 1x resolution screens, or 76 px for 2x resolution screens. Sizes below this can damage the badges’ integrity.
