Amazon uses distinctive fonts that contribute to its brand recognition. The primary font types used by Amazon are Ember and Bookerly. Ember is utilized in both italic and regular styles across Amazon.com for written content. Depending on your computer’s settings, you may also encounter fonts like Times New Roman or Arial. Bookerly is designated as the standard default on older Kindle e-readers, and to improve readability on digital screens, Bookerly was crafted to be easier on the eyes.
Ember, a sans serif font, was introduced with the launch of the Amazon Oasis e-reader. Its sans serif nature makes it more suitable for reading lengthy eBook passages than Bookerly. On newer Kindle devices, Amazon offers the option to use Ember, which provides a clean and modern look.
The Amazon logo itself features a variant of the ITC Officina Sans font, notable for its lowercase “a” connected to the letter "z," symbolizing the vast array of products Amazon offers. This attention to detail in font usage is a part of why Amazon was ranked 5th in brand value in 2022 at a staggering $227.8 billion.
Kindle and Devices
On Kindle devices and e-books, Amazon predominantly uses Bookerly, which is crafted to offer a comfortable reading experience on digital screens. For Amazon Echo products, different weights of the Ember font are used, with Ember Light communicating simplicity aligned with the Echo’s brand personality, while Ember Bold is employed for subheadings, call-to-actions, and other emphasis points.
Branding and Associations
Fonts are a vital component of Amazon’s branding and user engagement. The consistent use of Amazon Ember on both the mobile and desktop versions of the Amazon website helps reinforce brand identity. Amazon’s typographical choices are part of what customers associate with the vast online marketplace.
Amazon has developed a small portfolio of fully owned and freely available typefaces for internal use, ensuring cohesive branding across its services and products. Meanwhile, for external uses, standard licensing practices apply to other fonts, safeguarding Amazon’s proprietary designs.
In summary, the main Amazon font types are Ember and Bookerly, each serving unique purposes across the Amazon platform to facilitate brand consistency and optimize user experience.