Discover amazon.com design foundations
Learn how amazon.com uses colors and fonts to enhance user experience and design coherence.
Last update: 07/01/2024
ICONS
TYPOGRAPHIES
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
COLORS
CALL TO ACTION
The call to action color is specifically chosen to stand out on the page. It's used on elements that require user interaction or urgent attention, such as "submit" buttons, promotional banners, or important links.
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50
#ffffff
100
100
#fffae0
200
200
#fff1ad
300
300
#ffe97a
400
400
#ffe047
500
500
#ffd814
600
600
#e0bb00
700
700
#ad9000
800
800
#7a6600
900
900
#473b00
950
950
#141100
HERO
The hero color is used to draw attention to the most important content on the page. It's the main color used on content above the fold.
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50
#ffffff
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100
#ffffff
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200
#ffffff
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300
#ffffff
400
400
#ffffff
500
500
#ffffff
600
600
#e6e6e6
700
700
#cccccc
800
800
#b3b3b3
900
900
#999999
950
950
#808080
ACCENT
The accent color is used to highlight important elements on the page, such as headings, links, or buttons. It's a secondary color that complements the primary color scheme.
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50
#ffffff
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100
#ffffff
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200
#ffffff
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300
#ffffff
400
400
#ffffff
500
500
#ffffff
600
600
#e6e6e6
700
700
#cccccc
800
800
#b3b3b3
900
900
#999999
950
950
#808080
BACKGROUND
The background color is the primary color used in the background of the page. It's a neutral color that provides a backdrop for the content on the page.
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50
#ffffff
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100
#ffffff
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200
#ffffff
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300
#ffffff
400
400
#ffffff
500
500
#ffffff
600
600
#e6e6e6
700
700
#cccccc
800
800
#b3b3b3
900
900
#999999
950
950
#808080
SURFACE
The surface color is used to create depth and dimension on the page. It's a light color that's used on elements like cards, modals, and other surfaces that need to stand out from the background.
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50
#9aaec6
100
100
#7994b4
200
200
#5a79a0
300
300
#48617f
400
400
#35485f
500
500
#232f3e
600
600
#11161d
700
700
#000000
800
800
#000000
900
900
#000000
950
950
#000000
