What Font Does Amazon Use? (Types, Similar Fonts + Changes Over Time)  

Amazon has established a strong brand image worldwide with its unique and consistent logo, design, and font visible across all of its services. 

If you’ve noticed the company’s signature font and found it impressive, you may be wondering – what font does Amazon use? Here is what I’ve found out about it through my research! 

What Font Does Amazon Use?

Amazon Ember is Amazon’s master brand font for all services and products. The sans-serif font is seen across the website and all Amazon apps and is easy to read and recognizable for customers shopping online. Amazon Ember was introduced in 2016 for the Kindle Oasis e-reader. 

If you want to learn more about the types of fonts used by Amazon, whether you can download Amazon’s fonts, and what other fonts are similar to these fonts, keep on reading! 

What Are Amazon Font Types?

The primary Amazon font types are Ember and Bookerly, with Ember primarily used in regular or italic style for all written content on Amazon.com. 

Occasionally, depending on the connection and the fonts available on your computer, you may see Times New Roman or Arial.  

Note that the font for Amazon Kindle depends on which generation you have. Bookerly is the standard default on older Kindles, but Amazon Ember is now available on newer versions. 

Ember was introduced for the Amazon Oasis e-reader and implemented across the entire website. 

You can tell the difference between these two fonts because Ember is a sans-serif font whereas Bookerly is not.  

The small lines at the end of the larger letter strokes in serif fonts like Brookerly enable easy, comfortable reading on the Kindle. 

What Fonts Are Similar To Amazon’s?

Several fonts, such as Lato and Roboto, look like Amazon Ember and have nice clean lines that make them easy to read. Other popular alternatives are Ubuntu and Sofia Pro Semi Bold.  

For Bookerly, similar serif fonts are Apolline, Vega, Weiss, Caecilia, and Baskerville. 

While reading on an Amazon Kindle, you can choose between the standard Ember or Bookerly for your device or select from various standard fonts. 

Note that all fonts used by Amazon are designed to be easy to read across different devices. 

This is because readability and print-like layouts are Amazon’s top priorities when designing and installing fonts for its website and gadgets. 

Have Amazon Logo Fonts Changed Over Time?

Amazon fonts have changed several times since the company was founded in 1994. The Amazon logos are a great example of the company’s evolution over the years. 

There have been six different logos of Amazon, all during the first six years of the business until the company settled in 2000 on the logo millions currently recognize worldwide. 

The Amazon logo font is Officina Sans Bold, a sans serif typeface that appears above the yellow arrow and curves upward to create a smile. 

For those interested in using a similar font, Franklin Gothic and Rotis Sans Serif are similar to the Officina Sans Bold font used in the Amazon logo. 

Have Amazon Web Fonts Changed Over Time?

Have Amazon Web Fonts Changed Over Time?

Although it has been over two decades since the Amazon logo changed, the web fonts have been updated more recently.  

Amazon Ember and Bookerly were the latest updates in 2015/16 as the company’s popularity skyrocketed.  

With technological advancements and new gadgets like Amazon Echo, the Ember font has been applied across Amazon apps too, even if there are other font options. 

In 2018, Amazon tested Bookerly on the website and got mixed reviews, with some people finding it easier to read but other shoppers feeling like the website had changed too much. 

In response to that feedback, Amazon has continued using Ember for the website. 

Are There Different Styles Of Amazon Fonts?

Amazon Ember and Bookerly have several weights, which Amazon uses according to the display resolution. 

For Ember, the available weights are thin, light, book, regular, medium, semi-bold, bold, and heavy. Menus, screen texts, and digital reading displays all use different weights.  

Additionally, Amazon’s official description of Ember highlights its subtle softness around the edges and corners. Its refined weights make the Ember font ideal for headlines across the website. 

Bookerly has three weights: light, regular, and bold, and these can be adjusted along with font size while reading on your Kindle. 

Can I Download Amazon Fonts?

Amazon Ember is used for Alexa Home and Echo branding, and downloads for this font are available for these devices on the Amazon developer website. 

This downloadable font folder also includes Amazon typeface library usage guidelines with detailed descriptions of the fonts and how Amazon uses them for marketing and branding purposes. 

If you don’t want to download these fonts and follow Amazon’s guidelines, it’s best to use one of the similar alternatives, like Roboto or Lato. 

If you want to know more about Amazon, you can also see our related posts on why Amazon is so cheap, if Amazon is safe, and why Amazon is so successful.


When you’re browsing on Amazon or reading more about your favorite topics on Amazon Kindle, you’ll mainly see two fonts: Ember and Bookerly.  

Ember is the master brand font that appears across the Amazon website, and also features on the Amazon Oasis e-reader. Bookerly is the standard for older Kindle generations.  

On the Kindle, you can adjust your font settings if you want the text to look different. Otherwise, if you see a sans serif font on the Amazon website, it’s Ember, and if you see a serif version on Kindle, it’s Bookerly. 

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Marques Thomas

Marques Thomas graduated with a MBA in 2011. Since then, Marques has worked in the retail and consumer service industry as a manager, advisor, and marketer. Marques is also the head writer and founder of QuerySprout.com.

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