Intended audience

The shopper experience guidelines exist for anyone who is designing or implementing a shopper experience for Buy with Prime and Amazon Multi-Channel Fulfillment. They provide guidance to ensure that Prime component integration is intuitive, consistent with design best practices and brand style, and offers a seamless experience for shoppers.

Why are guidelines helpful?

Guidelines help remove the guesswork on what it takes to deliver a great experience for Prime members. They help you work faster, make more informed decisions, and give Prime members the consistent experience that they know and love.

What's covered?

This site helps you create written and visual messaging to market fast, free delivery and easy returns to Prime members. It includes guidance on how to align to the Prime brand and requirements to offer the Prime experience on your website. Our goal is to set you up for success when using Prime branding and to preserve customer trust when talking about Prime, Prime members, and the Prime delivery benefits in marketing assets, such as email, social media, or your site.

What's not covered?

This site focuses specifically on using Buy with Prime components for a seamless digital experience. It does not include guidance on visual Amazon or Prime brand elements, or branding in non-digital media (e.g., print, TV, OOH). For these topics, please refer to the Amazon Brand Guidelines.

Building trust and authenticity in your brand

• Your brand comes first. We want you to shine, so all marketing materials should highlight the look, feel, and voice of your brand. We encourage you to use the Buy with Prime badge to instill confidence in Prime members that they can expect a similar Prime shopping and delivery experience as on Amazon.com. However, your brand should use its own brand voice and not try to sound like Amazon. It's important to keep your site feeling like "you" to build trust with your customers, but this cannot include altering Prime components.

• Preserve customer trust. All marketing claims associated with Prime should be honest, straightforward, and only related to Prime shopping benefits, including fast, free delivery, a seamless checkout experience, and easy returns on eligible orders. Make sure that customers are not misled, intentionally or otherwise; no “bait and switch,” hidden conditions, or allusion to offering other Prime benefits. For example, do not place Prime components in close proximity to other shipping promotions, such as free shipping when the shopper exceeds a cost threshold. Clearly indicate the separation between Prime offers and other competing programs.

• Communicate authentically. Only use the Buy with Prime badge in your brand messaging. The Buy with Prime badge is different from other Amazon or Prime brand elements.
  
  
  
  Do not incorporate Amazon or Prime visual brand elements into customer communication. Use of visual brand elements like the Amazon logo, Prime logo, Prime Check logo, or any Amazon or Prime content or imagery is strictly forbidden. For more details, see Buy with Prime badge vs. Prime logos. They are governed on your site through the Amazon-approved application for Buy with Prime.