Last Updated: May 29, 2026
Are you planning on using Amazon brand elements in your PPC ads? Before you do, read this and learn about the Amazon brand usage guidelines for PPC campaigns to avoid ad disapprovals or account issues.
Amazon is a powerful platform for sellers because of its credibility and massive customer base. For this reason, many businesses sell on Amazon to reach customers who already trust the marketplace.
However, some sellers take this too far by incorrectly using Amazon’s logos, brand colors, or trademarked terms in their PPC ads. While using Amazon brand elements is allowed and can help build trust with potential buyers, it can also lead to serious policy violations if not done correctly.
That is why, to help you out, our Amazon agency created this guide covering everything you need to know about Amazon brand elements. We will also discuss Amazon brand usage guidelines for PPC campaigns, common mistakes sellers make, and the possible consequences of violating Amazon’s policies.
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TL;DR - Amazon Brand Usage Guidelines for PPC Campaigns
If you want the quick version first, here are the most important things sellers need to know about Amazon brand usage guidelines:
- Amazon brand elements can only be used under strict rules
- Misusing Amazon assets can trigger ad disapprovals or warnings
- Only use official Amazon logos, badges, and creatives
- Most Amazon-branded buttons are not allowed in ads
- The “Available at Amazon” logo is mainly for off-Amazon ads
- Subscribe & Save logos have different onsite and offsite rules
- Repeated violations can lead to suspension or legal action
- Reviewing ad creatives helps prevent compliance issues
In the rest of this article, we break down Amazon brand elements, PPC advertising guidelines, common violations, and the best practices sellers should follow to stay compliant.
What Are Amazon Brand Elements?
Like any major company, Amazon has trademarked brand elements to protect its identity and maintain consistent branding across its platform. Amazon enforces strict policies around the use of these assets, and all sellers running Amazon PPC campaigns are expected to follow them.
Amazon brand elements can help improve customer trust and make ads feel more recognizable to shoppers. However, using them incorrectly can lead to compliance issues, ad disapprovals, or policy violations, which is why sellers should understand how these brand assets can and cannot be used.
A. Amazon Call-to-Actions
Amazon has trademarked several call-to-action (CTA) phrases that sellers must use correctly to stay compliant with its policies. These CTAs are designed to guide shoppers toward specific actions on the platform, and unauthorized variations are not allowed:
- Shop now at Amazon.com
- Shop now
- Add to Cart
- Add to Wish List
- Clip coupon
- Pre-order now
- Learn more
- See more
- See details
- Watch now
B. Amazon Brand Phrases
Amazon also has proprietary phrases tied to key features and promotions on its platform. Sellers must follow Amazon’s brand guidelines when referencing these terms in ads or Amazon listings to ensure proper usage:
- Deal of the Day
- Today’s Deals
- Subscribe & Save
- Super Saver Shipping
- Wish List
- Gold Box
- Look Inside the Book
- One Click Install
- Amazon’s Choice
C. Amazon Brand Imagery
Amazon maintains a distinct visual identity through its logos, buttons, and other brand imagery, ensuring a consistent shopping experience across the platform. Below are some of the brand imagery used:
Amazon Brand Usage Guidelines for PPC Campaigns
Sellers can use the Amazon platform’s brand elements in their PPC campaigns, but only when following specific guidelines. Adhering to these policies ensures that your ads align with the standards, helping to maintain brand integrity while avoiding potential disapprovals or account penalties.
Based on Amazon’s policies, here are the key guidelines sellers must follow:
A. Amazon Text Standards
Amazon has specific rules for how its brand name and text elements should appear in PPC ads. Adhering to these standards ensures your campaigns remain compliant while maintaining a professional and credible look.
1. Amazon Text Standards
- The word “Amazon” must always be written in the title case.
- It should not appear in all lowercase or uppercase.
| Approved | Not Approved |
|---|---|
|
Amazon |
AMAZON |
|
|
amazon |
2. Typeface and Sizing
- Amazon Text Link CTAs must use Frutiger 57 Condensed at 11.5 pt for small applications.
- For large applications, use Frutiger 67 Condensed at 14 pt for consistency.
3. Graphical Styling
- The underline should not touch descender letters like “g” or “y.”
- There must be one pixel of clear space on either side of each descender.
4. Color Guidelines
- The CTA can be any color, but all elements (arrow, text, underline) must share the same base color.
- The CTA should complement the ad’s design and stand out for visibility.
- The underline and arrow should have 70% opacity of the text color.
5. ".com" Usage
- While “Amazon” is preferred, “Amazon.com” can also be used in CTA text links.
- This applies to various domains like amazon.co.uk, amazon.ca, amazon.de, amazon.fr, and amazon.co.jp.
B. Amazon Branded Buttons
Because the look and feel of Amazon buttons are an integral aspect of the overall brand, they are not allowed for use as advertisement CTA statements. The exception to this is the use of Amazon-branded buttons in eCommerce ads like “Add to Cart”, “Add to Wish List”, “Shop Now”, and “Clip Coupon”.
1. Preventing Customer Confusion
- To avoid confusion between the site and advertisements, branded buttons are not allowed.
- Advertisers must use advertiser-branded buttons or Amazon text links instead.
2. CTA Accuracy
- Non-specific or inaccurate CTAs are not allowed.
- The CTA must clearly reflect the actions customers will take.
C. Amazon Logos and Imagery Guidelines
Amazon allows sellers to use specific logos and imagery in their PPC campaigns, but strict guidelines must be followed. While some brand marks are prohibited, the “available at Amazon” logo is permitted under certain conditions.
1. Amazon Brand Marks
- The Amazon logo and Smile mark cannot be used in third-party ads linking to Amazon unless explicitly approved by Amazon.
- Sellers must submit usage examples to their Amazon account representative for approval.
2. Guidelines for the "Available at Amazon" Logo
General Usage
- Sellers can use the “available at Amazon” logo in ads without approval.
- The logo must be in white or squid ink, whichever provides better legibility.
Regional Logos
- Localized versions of the “available at Amazon” logo are available for various countries.
- Sellers should download the correct version for their target market.
3. Branding on and off Amazon
- Ads placed on Amazon.com should not use the “available at Amazon” logo.
- Ads placed off Amazon can feature the “available at Amazon” logo or a text link CTA.
4. Small Space Adjustments
- If the “available at Amazon” logo is too small to read, sellers may typeset “Available at Amazon” in their own font.
- The logo should be used unless space limitations make it unreadable.
5. Size and Spacing Requirements
Minimum Size
- Stacked Logo: 0.75 inches (print), 90 px (1x screens), 180 px (2x screens).
- Horizontal Logo: 1.4 inches (print), 140 px (1x screens), 280 px (2x screens).
Clear Space
- Maintain clear space around the logo, proportional to the Amazon lettering height.
6. Prohibited Logo Modifications
Using the “available at Amazon” logo correctly helps sellers maintain credibility while staying compliant.
Do Not:
- Re-create or outline the artwork.
- Distort, rotate, or change proportions.
- Remove elements or modify colors.
- Add extra elements or place them over low-contrast or busy backgrounds.
D. Subscribe & Save Guidelines for PPC Campaigns
The Subscribe & Save program allows sellers to encourage repeat purchases by offering discounts on eligible products through subscription-based orders. To maximize visibility and compliance in advertising, Amazon provides specific guidelines for using the Subscribe & Save logos in their Amazon PPC campaigns.
1. Permitted Logos
- Sellers can use either the Subscribe & Save logo or the Subscribe & Save badge logo in their ads.
- No formal approval is required to use these logos.
2. Onsite vs. Offsite Usage
- Use the Subscribe & Save logo for onsite ads (Amazon’s platform).
- Use the Subscribe & Save badge logo for offsite ads (external platforms directing traffic to Amazon).
3. Color Options
- The logos are available in two colors: white and squid ink (black).
- Choose the color option that ensures the best contrast and legibility.
4. Download Availability
- Logos and localized versions can be downloaded for multiple regions.
- Ensure that the correct version is used for targeted regions.
5. Clear Space Requirements
- Maintain a clear space of 1/8 of the logo’s height around the Subscribe & Save logo to avoid clutter.
- The clear space should scale proportionally when resizing the logo.
6. Minimum Size Guidelines
- The Subscribe & Save logo must be at least 32 px high for 1x resolution screens or 64 px for 2x resolution screens.
- The Subscribe & Save badge logo must be at least 0.75 inches wide for print, 90 px for 1x screens, or 180 px for 2x screens.
- The horizontal badge logo must be at least 210 px for 1x screens or 420 px for 2x screens.
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What Happens if You Violate Amazon Brand Usage Policies?
Failing to follow Amazon brand usage guidelines in PPC ads, whether intentional or not, can lead to serious consequences for sellers. According to Amazon, violations can impact your ads, account health, and ability to continue advertising on the platform.
| Consequence | Impact |
|---|---|
|
Ad Disapprovals |
Your ads may be rejected or removed. |
|
Account Warnings |
Amazon may issue policy warnings. |
|
Trademark Usage Termination |
You may lose permission to use Amazon trademarks. |
|
Account Suspension |
Your seller account may be suspended. |
|
Legal Action |
Amazon may pursue legal penalties. |
|
Your brand credibility may suffer. |
Content |
Best Practices to Stay Compliant With Amazon Brand Guidelines
Since violating Amazon brand usage guidelines can lead to ad disapprovals, account warnings, or even suspension, knowing how to stay compliant is extremely important for sellers. Following the best practices below can help reduce compliance risks and protect both your advertising privileges and overall account health.
1. Audit Your PPC Copy Before Publishing
Always review your ad copy before launching campaigns to make sure you are not using restricted Amazon trademarked phrases incorrectly. Avoid misleading claims, unauthorized wording, or modified Amazon brand terms that could trigger policy violations.
2. Use Only Official Amazon Brand Assets
Only use Amazon logos, badges, and creative assets downloaded from official Amazon resources or approved brand materials. Editing, stretching, recoloring, or recreating Amazon assets can quickly lead to ad disapprovals.
3. Avoid Misleading Branding in Ads
Your ads should never imply that Amazon directly endorses your products or brand unless officially approved. Misleading shoppers with Amazon-style buttons, layouts, or branding can create compliance issues and customer confusion.
4. Follow Amazon Image and Creative Policies
Keep your ad creatives clean, professional, and compliant with Amazon’s image requirements. Avoid cluttered visuals, unauthorized badges, low-quality graphics, or promotional overlays that may violate Amazon advertising standards.
5. Monitor Your Account Health Regularly
Check your Account Health and advertising notifications frequently to catch policy issues early. Addressing warnings or ad disapprovals quickly can help prevent larger account problems later on.
Frequently Asked Questions
Ensuring Compliance with Amazon Brand Guidelines in PPC Campaigns
Following the Amazon brand usage guidelines for PPC campaigns is essential for maintaining compliance and avoiding potential penalties. Proper use of the Amazon brand elements not only ensures your ads run smoothly but also helps build trust with customers.
Ignoring these rules can lead to serious consequences, including legal action and damage to your reputation. By adhering to Amazon’s policies, you can create effective, compliant ads that drive sales without risking your account.
Need help ensuring your PPC campaigns stay compliant with Amazon’s brand guidelines? Reach out to our full-service Amazon agency for expert guidance and support!
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