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Brand guidelines · AMAZON ADS

Amazon Ads

“For every business, big or small.”

Client tier

Voice traits

3 traits define how Amazon sounds in copy and on stage.

Customer obsessed

Lead with what advertisers gain, not what we sell. Every line earns its keep against an audience that runs the business.

Plainspoken

Short sentences. Specific verbs. Avoid jargon unless the audience speaks it.

Quietly confident

Don't hype. Show the data, the case study, the result. The work speaks.

Tone & voice DNA

The three traits balance against each other — every line of copy should sit somewhere inside this triangle.

Customer obsessedPlainspokenQuietly confident

Every line of copy should sit somewhere inside this triangle — proportionally weighted across 3 traits.