What Font Does Amazon Use? Unveiling the Typography Secrets of the E-Commerce Giant

Have you ever wondered what font Amazon uses? It’s a question that may not even cross your mind when shopping on the online retail giant’s website, but it’s one that has intrigued many. The font used on Amazon’s website has been carefully selected to ensure a positive shopping experience for their customers.

The answer is not as simple as just one font. Amazon’s digital presence utilizes a few different font families, depending on the context and platform. However, the primary font used for the Amazon logo and headlines is a custom font called Amazon Ember. Developed in-house by Amazon’s design team, this font was created specifically for use in the company’s digital and physical products.

Although many may not give much thought to the font selection on the websites they visit, businesses like Amazon know how important it is for creating a positive user experience. The right font can make all the difference in drawing in customers and keeping them engaged on the site. So next time you’re shopping on Amazon, take a closer look at the font and appreciate the thought and care that went into its selection.

Amazon Font Choices

Amazon, being the largest online retailer in the world, has been known to be careful and strategic when it comes to its branding. Every detail, down to the font, has to be perfect. Amazon has always been consistent with its choice of font despite its many rebranding efforts

  • The main font that Amazon uses is called Amazon Ember
  • Amazon Ember was specifically designed for Amazon and is only used by the company
  • The font is available in various styles, including Regular, Bold, Italic, and Bold Italic

Aside from Amazon Ember, Amazon also uses a secondary font called Amazon Nimbus Sans. Amazon Nimbus Sans is used mostly for secondary text across the Amazon website. It is a sans-serif font that is available in various styles as well.

Amazon also uses a variety of other fonts across the website. However, these fonts are not as widely used as Amazon Ember.

Font Usage
Garamond Used for the Kindle logo
Helvetica Neue Used for the Amazon app logo
Arial Used for product descriptions and ratings

Overall, Amazon’s font choices are critical to their brand image. Amazon Ember and Amazon Nimbus Sans are the main fonts used across the website, with other fonts used sparingly for specific purposes.

Typography for E-commerce Websites

In today’s digital world, it is imperative for e-commerce websites to have a visually appealing and functional design. One key element of a well-designed website is its typography. Typography refers to the selection and arrangement of fonts, font sizes, and spacing to communicate information effectively and enhance user experience.

The Importance of Typography for E-commerce Websites

  • Brand Identity: Typography is an essential aspect of brand identity. The right typography reflects a brand’s personality and creates a visual connection with customers.
  • Readability: The purpose of typography is to enhance the readability of a website. The right font size, line-height, and spacing make it easy for customers to read and digest the information on the website.
  • User Experience: Typography is an important factor that affects the user experience. A well-designed typography creates a pleasing visual hierarchy, guides users’ attention, and keeps them engaged on the website.

The Best Fonts for E-commerce Websites

There are countless fonts available online, but not all of them are suitable for e-commerce websites. The best fonts for e-commerce websites are those that are easy to read, aesthetically pleasing, and reflect the brand’s personality. Here are some of the best fonts for e-commerce websites:

  • Roboto: Roboto is a modern and versatile font that works well for all types of e-commerce websites. It is easy to read, has a variety of weights and styles, and is free to use.
  • Lato: Lato is a sans-serif font that is clean, simple, and easy to read. It is suitable for websites that require a professional and minimalist design.
  • Montserrat: Montserrat is a bold and versatile font that is perfect for websites that want to make a statement. It is easy to read, has a unique personality, and is ideal for headlines and call-to-action buttons.

What Font Does Amazon Use?

Amazon is one of the largest e-commerce websites in the world, and its typography is a critical component of its design. Amazon uses a custom font called Amazon Ember. Amazon Ember is a sans-serif font that was designed specifically for Amazon. It is modern, clean, and easy to read, making it perfect for both desktop and mobile devices.

Font Name Type Designer/Foundry Year
Amazon Ember Sans-serif Amazon 2015

Amazon Ember is used throughout Amazon’s website for headlines, menu items, buttons, and other prominent areas. It is a critical component of Amazon’s branding and helps create a consistent and recognizable identity for the company.

In conclusion, typography is an essential element of e-commerce website design. The right typography can enhance a website’s readability, user experience, and brand identity. By using the best fonts and customizing them to reflect a brand’s personality, e-commerce websites can create a visually appealing and functional design that engages customers and drives sales.

Importance of Font in Branding

Branding is crucial for any business that wants to create a lasting image. It is what makes a company stand out from the competition and builds trust with customers. But, how does font play a role in branding? Let’s explore further…

The Impact of Font Choice on Branding

  • Font can create a personality for a brand
  • Font can evoke emotions and influence perception
  • Font can set a brand apart from competitors

Choosing the right font can make a huge difference in how a brand is perceived and can ultimately determine its success or failure. A font can create a personality for a brand and make it stand out from competitors. For example, a playful and whimsical font may work well for a toy company, while a sleek and modern font would be better suited for a technology company.

Additionally, fonts can evoke emotions and influence perception. Serif fonts, such as Times New Roman or Georgia, are often associated with tradition, authority, and sophistication, while sans-serif fonts, like Arial or Helvetica, are often seen as modern, clean, and straightforward. By choosing a font that aligns with a brand’s values and goals, customers may be more likely to trust and connect with the brand.

Ultimately, a brand’s font choice should be memorable and easily recognizable. Consistency in font use across all marketing materials reinforces the brand identity and builds brand recognition.

Font Choice in Amazon Branding

Amazon’s font choice is a key part of its recognizable brand. The primary font used by Amazon is called Amazon Ember. Created exclusively for Amazon in 2015, this font is a contemporary serif font with clean and simple lines that evoke strength, reliability, and professionalism.

Font Name Type Usage
Amazon Ember Serif Primary font used for branding and logos.
Amazon Sans Sans-serif Used for body text and other marketing materials.

Amazon Ember is used primarily for branding and logos, while Amazon Sans, created in 2018, is used for body text and other marketing materials. By using a consistent font across all media, Amazon has created a recognizable and trusted brand identity that customers associate with quality and reliability.

Overall, the importance of font in branding cannot be overstated. It has the power to create a personality, evoke emotions, and set a brand apart from competitors. By choosing the right font and using it consistently across all marketing materials, a brand can strengthen its identity, build trust with customers, and ultimately increase its success.

Popular Web Fonts Used by Top Companies

Fonts are an essential element of website design, and they play a crucial role in the user experience. Each font has its own personality and can convey a different message. Most top companies have a brand identity, and their font plays a significant role in it. In this article, we will look at the popular web fonts used by top companies.

Four Popular Web Fonts Used by Top Companies

  • Arial
  • Helvetica
  • Open Sans
  • Roboto

These four fonts have become the favorites of the world’s top companies for many reasons. They are easy to read, clear, and work well across a range of devices. Let’s take a closer look at each font:

Font Usage Description
Arial Google A sans-serif typeface designed by Monotype Imaging in 1982. Arial is one of the most widely used fonts in the world. It’s simple, elegant, and easy to read, making it an excellent choice for online reading.
Helvetica BMW, American Airlines A sans-serif typeface designed in 1957. Helvetica is a clean, simple, and elegant font that has become the standard for modern typography. It’s a great choice for companies that want their branding to evoke a modern and minimalist aesthetic.
Open Sans Alibaba, WordPress A sans-serif typeface designed by Steve Matteson in 2011. Open Sans is clean, modern, and easy to read, with its rounded terminals and open forms giving it a friendly look. It’s a popular choice for companies that want their branding to have a welcoming and approachable vibe.
Roboto Android, YouTube A sans-serif typeface designed by Christian Robertson in 2011. Roboto is modern, simple, and versatile. Its geometric shapes give it a futuristic look, making it an excellent choice for tech companies that want their branding to be forward-thinking.

Overall, these four fonts have become popular for their versatility and ease of use across various platforms and devices. They have become the staples of modern typography, and it’s no wonder that so many top companies are using them in their branding efforts.

How to Choose the Right Font for Your Website

Choosing the right font for your website is just as important as choosing the right color scheme, images, and layout. The right font can make a huge impact on the overall user experience of your website. Here are five tips to help you choose the right font for your website:

  • Consider your brand: Your font should be consistent with your brand and the image you want to portray. A fun and playful font may work well for a children’s clothing store, but may not be appropriate for a law firm.
  • Readability: Your font should be easy to read. Avoid fonts with intricate details or too many flourishes, as they can make reading difficult.
  • Size: The size of your font is also important. Your font should be big enough to read, but not so big that it takes up too much space on your website.
  • Contrast: Your font should contrast well with your background color. If your background is dark, use a light-colored font. If your background is light, use a dark-colored font.
  • Use web-safe fonts: Not all fonts are compatible with all browsers or devices. Stick to web-safe fonts, such as Arial, Times New Roman, or Verdana, to ensure that your font displays correctly for all users.

Font Types

There are two main categories of fonts: serif and sans-serif. Serif fonts have small lines at the ends of the characters, while sans-serif fonts do not. Serif fonts are typically seen as more traditional and classical, while sans-serif fonts are seen as more modern and clean.

There are also script fonts, which mimic handwriting, and display fonts, which are used for headlines and titles. When choosing your font, consider the purpose and tone of your website and choose a font that aligns accordingly.

Font Pairing

Another important aspect of choosing the right font for your website is font pairing. This refers to the practice of using two different fonts that complement each other. For example, you could use a sans-serif font for your body text and pair it with a serif font for your headings and titles.

When pairing fonts, make sure they have enough contrast to stand out from each other, but not so much that they clash. You can find plenty of font-pairing resources and tools online to help you with this process.

The Font Size Hierarchy

Heading Level Font Size
<h1> 32px-72px
<h2> 24px-36px
<h3> 18px-24px
<h4> 16px-20px
<h5> 14px-18px
<h6> 12px-14px

It’s important to have a hierarchy of font sizes on your website. This hierarchy helps guide the user through the content and emphasizes the most important information. Use larger font sizes for your headings and titles, and progressively smaller font sizes for your body text and subheadings.

Impact of Font Size and Style on User Experience

When it comes to designing an effective website, choosing the right font is crucial. The font style and size can impact your website’s readability and user experience. Here, we will discuss the impact of font size and style on user experience in-depth to help you make an informed choice.


  • Fonts are a combination of typeface and size that make up the text we read on our screens; they can evoke different emotions and feelings to the reader.
  • The use of clear and understandable fonts can help improve readability and enhance user experience.
  • Each font has its own personality; for instance, a bold and aggressive font may not be ideal for a website that aims to promote health and well-being.

Font Size

The size of your font plays a major role in ensuring your website’s success by attracting the user’s attention. A smaller font can create difficulty for the user to read the text, causing them to lose interest in your website. However, a larger font also has its disadvantages – it can occupy a significant portion of your website, making it look cluttered and disorganized. Hence, finding the perfect font size that strikes a balance between readability and space management is key.

There are several factors to consider when selecting the ideal font size:

  • The age group that your website caters to; older people might need larger fonts to read the text.
  • The device that your website is being accessed on. A mobile device might need tailored font sizes compared to desktop or laptop devices.
  • The type of content on your website. A website that has more technical jargon may need a smaller font.

Font Style

The style of your font also plays an important role in user experience. Selecting a font that complements your website’s message and theme is vital. Different font styles intend to deliver specific messages. For example, a technological brand may want to opt for a sleek and modern typeface, while a creative agency might require a more playful and informal hand-drawn font.

Choosing the right font style not only enhances user experience by improving readability but also adds value to your brand identity.

Table: Font Styles and Their Impact on User Experience

Font Style Impact on User Experience
Serif Formal, traditional, and stable
Sans-serif Minimalistic, sleek, and modern
Script Playful, fun, and creative
Display Bold, impactful, and attention-grabbing

The font style you choose for your website can give your brand personality that reflects your values, message, and mission. Ensure the font style you choose is compatible with the overall feel of your brand and aligns with the message it aims to convey.

In conclusion, choosing the right font size and style is important to improve website readability and enhance user experience. Consider the nature of your website content, the type of device users view your website on, the demographic you’re targeting, and the style that best reflects your brand identity. Ultimately, selecting the right font comes down to understanding your audience and designing a website that is easy to use and navigate.

Finding and Installing Web Fonts for Your Website

As a blogger, it’s important to have a website that stands out. One way to do this is by using unique and eye-catching fonts. Amazon, for example, uses a custom font called “Amazon Ember”. But how do you find and install web fonts for your own website?

  • Search for free web fonts on sites like Google Fonts, Fontsquirrel, or Fontspace.
  • Consider purchasing premium web fonts from sites like Adobe Fonts or MyFonts.
  • Make sure the web fonts you choose are compatible with all browsers and devices.

Once you’ve found the perfect web font for your website, it’s time to install it. Here’s how:

1. Choose a method of implementation:

  • CSS @font-face: This method involves uploading the font file to your server and using it in your CSS.
  • Google Fonts: If you’re using a font from Google Fonts, you can simply link to it in your HTML.
  • Third-party services: There are services like Typekit and Fonts.com that offer cloud-based font hosting and easy implementation.

2. Upload the font files to your website’s server.

3. Edit your CSS file to include the font in your website. For example:

@font-face {

font-family: ‘FontName’; src: url(‘fontname.eot’); src: url(‘fontname.eot?#iefix’) format(’embedded-opentype’), url(‘fontname.woff2’) format(‘woff2’), url(‘fontname.woff’) format(‘woff’), url(‘fontname.ttf’) format(‘truetype’); font-weight: normal; font-style: normal;


4. Apply the font to your website’s text with CSS.

Finding and installing web fonts for your website can be a fun and creative process. By following these steps, you can make your website stand out with unique typography.

Frequently Asked Questions about What Font does Amazon Use

1. What is the font that Amazon uses for its logo?
Amazon’s logo uses a custom font called “Amazon Ember.”

2. What font does Amazon use for its website?
Amazon mainly uses “Amazon Bookerly” for its website’s body text and “Amazon Ember” for its headlines.

3. Can I download the Amazon font?
The Amazon font is proprietary, which means it is not available for public download.

4. What is the history behind Amazon’s font choice?
Amazon has experimented with several fonts throughout its history. The company eventually settled on “Bookerly” in 2015 as a more elegant font for reading on their Kindle devices.

5. Is Amazon’s font accessible for people with visual impairments?
Amazon’s “Bookerly” font is designed to be easily readable on various screen sizes, including smaller ones like those found on a Kindle. This makes it accessible for people with visual impairments.

6. Does Amazon’s font contribute to their branding?
Yes, the “Amazon Ember” font contributes significantly to Amazon’s branding. The font is unique to the brand and recognizable worldwide.

7. What other companies use the Bookerly font?
Since its release, the Bookerly font has become popular and has been adopted by other e-book companies such as Kobo, Google Play Books, and Tokyo-based e-reader company, Rakuten.

Wrapping Up

We hope that these FAQs have helped you understand what font Amazon uses and why. As one of the world’s largest e-commerce companies, Amazon’s branding is an important aspect of its success. The choice of font is just one of the many ways Amazon has carefully crafted its brand image over the years. Thank you for reading, and please visit us again soon!