What is amazon.com's primary brand color?

amazon.com's primary brand color is Dim Gray, hex #765D48.

What accent color does amazon.com use?

amazon.com pairs its primary with Amber (#FBC26B) as an accent.

How many colors are in the amazon.com palette?

This palette lists 8 role-labeled colors — primary, accent, neutral, background, and text — each with copy-ready hex, RGB, and HSL values.

Can I use the amazon.com color palette?

You can copy any hex code or export the whole palette to CSS variables, Tailwind, or design tokens. Brand colors may be trademarked, so use them for inspiration or compatibility — not to imitate a brand.

Gallery / Color palette

amazon.com color palette

The brand palette extracted from amazon.com — primary, accent, neutral, background, and text colors with copy-ready hex codes and one-click export to CSS, Tailwind, and design tokens. Last updated June 17, 2026.

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Primary

Dim Gray

#765d48

rgb(118, 93, 72)

hsl(27, 24%, 37%)

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Accent

Amber

#fbc26b

rgb(251, 194, 107)

hsl(36, 95%, 70%)

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Accent

Crimson

#cc0c39

rgb(204, 12, 57)

hsl(346, 89%, 42%)

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Accent

Steel Blue

#2162a1

rgb(33, 98, 161)

hsl(210, 66%, 38%)

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Accent

Sandy Brown

#e0a961

rgb(224, 169, 97)

hsl(34, 67%, 63%)

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Background

Lavender

#e3e6e7

rgb(227, 230, 231)

hsl(195, 8%, 90%)

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Text

Black

#0f1111

rgb(15, 17, 17)

hsl(180, 6%, 6%)

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Neutral

White

#fefefe

rgb(254, 254, 254)

hsl(0, 0%, 100%)

CSS variables

:root {
  --color-primary: #765d48;
  --color-accent-1: #fbc26b;
  --color-accent-2: #cc0c39;
  --color-accent-3: #2162a1;
  --color-accent-4: #e0a961;
  --color-background: #e3e6e7;
  --color-text: #0f1111;
  --color-neutral: #fefefe;
}

Tailwind v4

@theme {
  --color-primary: #765d48;
  --color-accent-1: #fbc26b;
  --color-accent-2: #cc0c39;
  --color-accent-3: #2162a1;
  --color-accent-4: #e0a961;
  --color-background: #e3e6e7;
  --color-text: #0f1111;
  --color-neutral: #fefefe;
}

About the amazon.com color palette

amazon.com's brand palette is built around Dim Gray (#765D48) as its primary color, paired with Amber (#FBC26B) as an accent. Below are all 8 colors with copy-ready hex, RGB, and HSL values, plus one-click export to CSS variables, Tailwind, and design tokens.

Dim Gray · Primary: — the dominant brand color — used for logos, primary buttons, and key moments.
Amber · Accent: — a secondary highlight for links, callouts, and interactive states.
White · Neutral: — a supporting tone for borders, dividers, and muted UI surfaces.
Lavender · Background: — the base surface the rest of the palette sits on.
Black · Text: — the primary readable foreground color.

Frequently asked questions

What is amazon.com's primary brand color?: amazon.com's primary brand color is Dim Gray, hex #765D48.
What accent color does amazon.com use?: amazon.com pairs its primary with Amber (#FBC26B) as an accent.
How many colors are in the amazon.com palette?: This palette lists 8 role-labeled colors — primary, accent, neutral, background, and text — each with copy-ready hex, RGB, and HSL values.
Can I use the amazon.com color palette?: You can copy any hex code or export the whole palette to CSS variables, Tailwind, or design tokens. Brand colors may be trademarked, so use them for inspiration or compatibility — not to imitate a brand.

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