What Font Does Amazon Use in 2023? (Types + Similar Fonts)
As an experienced Amazon seller, I often get asked what font Amazon uses across its website and Kindle devices.
Amazon primarily uses two main fonts in 2023: Amazon Ember and Bookerly.
Ember is the sans serif font used for the Amazon website, apps, and newer Kindle models. Bookerly is the serif font standard for older Kindle generations.
In this comprehensive guide, I‘ll share everything sellers need to know about Amazon fonts based on my 10+ years of experience in e-commerce.
We‘ll cover:
- Key differences between Ember and Bookerly
- Font weights and styles
- Similar font alternatives
- The evolution of Amazon‘s logo and web fonts
- Downloading and using Amazon fonts
Let‘s dive in!
An Overview of Amazon Ember vs. Bookerly
Before we look at the history and usage of Amazon‘s fonts, let‘s look at a quick comparison of the two main ones:
Font | Style | Used For |
---|---|---|
Amazon Ember | Sans serif | Amazon website, apps, newer Kindles |
Bookerly | Serif | Older Kindle e-readers |
Key Facts:
- Ember is a clean, modern sans serif font launched in 2016. It‘s used for the Amazon website and apps.
- Bookerly is an older serif font that‘s been the standard for Kindle ereaders.
- Both fonts are designed for optimal readability.
As an Amazon seller, being aware of these core brand fonts can help inform your own content and asset creation.
Now let‘s look at each of these fonts in more detail.
Amazon Ember – The Master Brand Font
Amazon Ember is the company‘s core brand font used across its website, apps, and newer Kindle models.
According to Amazon, this sophisticated sans serif font was designed for maximum legibility and performance across screens.
Here are some key facts about Ember:
- Launch: Ember was first introduced in 2016 for the Kindle Oasis ereader.
- Usage: It is now used as the primary font across Amazon.com and apps.
- Style: A clean, sans serif font optimized for digital screens.
- Weights: Available in 8 weights from Thin to Heavy.
- Readability: Subtle rounded edges make it easy to read at small sizes.
Ember has quickly become the "face of Amazon" – both literally and figuratively. Whenever you shop on Amazon, click through Prime Video, or use an Alexa device, you‘re seeing Ember in action.
As an Amazon seller, you may not interface directly with the Ember font, but being aware of Amazon‘s brand identity can help inform your own content. For example, I recommend using simple, clean fonts like Ember for any brand assets or marketing materials.
Fun fact: Ember replaced Amazon‘s previous custom sans serif font "Amazon Type" in 2016. This transition marked a new era in Amazon‘s typography.
Bookerly – The Kindle Classic
While Ember may be the new kid on the block, Bookerly has been Amazon‘s Kindle font for over a decade.
Here‘s an overview:
- Launch: Bookerly was designed by Amazon and launched in 2015.
- Usage: It‘s been the default font for older Kindle ereaders.
- Style: A serif font designed for long-form reading.
- Weights: Available in 3 weights – Light, Regular, and Bold.
The key goal with Bookerly was readability and eye comfort. As avid Kindle users know, you can read for hours without getting fatigued.
According to Amazon, Bookerly was designed with:
- Subtle, curved serifs for easier character recognition
- Wide proportions for more word spacing
- Heavy visual weights for comfortable reading flow
For years, Bookerly was exclusively for Kindle devices. However, Amazon briefly tested using it as the default font across Amazon.com in 2018 before reverting back to Ember.
While Bookerly is being phased out of newer Kindles, it remains the classic Kindle font that long-time users recognize. Understanding the Kindle‘s typography history can inform your ebook formatting.
Pro Tip: When formatting Kindle ebooks, aim for simple serif fonts like Bookerly, Georgia, or Times New Roman. Avoid fancy decorative fonts.
Font Weights and Styles
Both Ember and Bookerly come in a range of weights and styles for different uses.
For example, Ember includes 8 weights:
- Thin
- Light
- Book
- Regular
- Medium
- Semi-bold
- Bold
- Heavy
Amazon uses the Light and Regular weights extensively. Heavy is used sparingly for bold headers and accents.
Having a spectrum of weights allows Amazon to maintain visual hierarchy across screens. Lighter styles are ideal for paragraphs, while bolder weights make key text stand out.
Bookerly has 3 main weights:
- Light
- Regular
- Bold
On Kindle ereaders, users can further customize their font weight and style for optimal reading comfort.
Understanding these font weights can help inform your own content layouts and visual designs. I recommend using a similar approach of lighter fonts for long-form text and bold accents to grab attention as needed.
Fonts Similar to Amazon‘s
As an Amazon seller, you likely don‘t have direct access to Ember or Bookerly for your own content. But there are plenty of similar font alternatives out there.
Here are some popular fonts that resemble Ember:
- Lato
- Roboto
- Helvetica
- Arial
- Museo (like the old Amazon Type font)
And alternatives that have similar serifs to Bookerly include:
- Georgia
- Times New Roman
- Palatino
- Minion
- Sabon
These all have that clean, readable style fitting for long-form reading.
You can use fonts like these if you want your content to have that "Amazon vibe" – just avoid anything too quirky or fancy.
Research shows that simple, familiar fonts are easiest to read online. So taking inspiration from Amazon‘s typography choices is a smart move.
The Evolution of Amazon‘s Logo Font
While Amazon‘s website and Kindle fonts have gone through changes over the years, their iconic logo font has remained the same since 2000.
Let‘s look back at how the Amazon logo has evolved in typography over time:
- 1994: Original logo with a handwritten, cursive font
- 1995: Western-inspired woodcut font
- 1996: Abstract stick-figure logo
- 1997: Simplified abstract lines
- 1998: Curved line and arrow
- 2000: Current logo with Officina Sans Bold font
After experimenting with various fonts throughout the 90s, Amazon landed on the officina sans bold font for their logo in 2000.
This sleek, sans serif typography matched their modern e-commerce brand. The iconic upward "smile" arrow also emerged at this time.
So while Amazon‘s website fonts have evolved with the times, their core logo has remained a pillar of stability for over 20 years now.
As a seller, having brand consistency is also important. While you may update your logo over time, stick to typography that reflects your brand identity.
Changes in Amazon‘s Web Fonts
Amazon‘s website and Kindle fonts have adapted more fluidly over the years compared to their static logo.
Here‘s a quick timeline of how Amazon‘s web and reading fonts have changed:
- 1990s: Various standard web fonts like Times New Roman.
- Early 2000s: Custom fonts created for early Kindle devices.
- 2015: Bookerly font launched and became standard for Kindle.
- 2016: Amazon Ember created and rolled out across website.
- 2018: Brief test of Bookerly on Amazon.com website.
- Now: Ember used for website, Bookerly still common on older Kindles.
As you can see, Amazon has invested heavily in typography, even designing custom fonts like Bookerly and Ember.
This allows them to optimize readability across devices as screen technology improves. It also gives Amazon a unique brand identity.
For sellers, the takeaway is that picking the right fonts can be powerful for engaging users. Don‘t just default to Times New Roman or Arial everywhere – explore fonts that enhance your branding.
Where Can I Download and Use Amazon‘s Fonts?
Lastly, a common question is whether Amazon‘s proprietary fonts can be downloaded and used elsewhere.
The short answer is you can download Ember for use in Alexa skills and devices only. Bookerly is not available for public download.
Ember font files are available on the Amazon Developer site here. However, you must adhere to Amazon‘s usage guidelines, restricting it to Alexa/Amazon products only.
For other usage, your safest bet is sticking with similar public fonts like Lato, Helvetica, Georgia, etc.
Or if you want to replicate the classic Kindle Bookerly font, alternatives like Palatino and Minion give a similar feel.
So in summary:
- Ember can be downloaded but only used for Amazon developer projects
- Bookerly cannot be downloaded – use similar public serif fonts instead
- For general purposes, use fonts like Roboto, Arial, Times that have a similar style
Conclusion
As an experienced Amazon seller, understanding the company‘s core fonts provides valuable insights into their brand.
The two most important Amazon fonts are:
Amazon Ember – The modern sans serif font used across the website and apps
Bookerly – The classic serif font designed for Kindle ereaders
Both of these proprietary fonts are optimized for readability and digital screens.
Beyond these two fonts, Amazon uses a range of weights and styles to maintain visual hierarchy. And their logo font (Officina) has remained steady since 2000.
While sellers don‘t have direct access to Amazon‘s typefaces, we can mimic their clean, simple style with similar web-safe fonts.
So next time you‘re creating product listings, blogs, or other content – consider how typography affects the user experience and your brand image.
I hope this complete guide to Amazon‘s fonts for 2023 has been helpful! Let me know in the comments if you have any other font-related questions.