Amazon
Reference value (#FF9900), not official Amazon brand guidelines. Confirm against their materials before shipping in their identity.
The widely cited anchor color for Amazon is #FF9900 — a mid-tone orange tone in the Ecommerce sector. It fails AA on white at 2.14:1 and needs a darker step for text; on dark grounds it passes AA body text on black at 9.81:1.
Use it as a seed, not a rule: open it in the generator to derive scales, accessible text steps, and themes in the same family, and confirm the current value against Amazon's own materials before shipping anything in their identity. Sector neighbors like Alibaba, eBay, Etsy make useful comparisons when positioning against competitors.
Sector: Ecommerce
Values in every format
- HEX
- #ff9900
- RGB
- rgb(255, 153, 0)
- HSL
- hsl(36, 100%, 50%)
- OKLCH
- oklch(0.772 0.174 64.6)
- CMYK
- cmyk(0%, 40%, 100%, 0%)
Scale derived from the anchor
- 50#fff6ed
- 100#ffe9d5
- 200#ffd6b0
- 300#ffbd7c
- 400 ★#ff9900
- 500#d98200
- 600#b86d00
- 700#965800
- 800#774500
- 900#5c3300
- 950#3a1e00
Measured contrast
on white2.14:1 · fails AA
on black9.81:1 · AA normal ✓