Color Palette Generator
Complete palette
Amazon Core
Based on Amazon's signature palette, blending a strong orange main, bold blue contrast, and deep black with utility neutrals. Built for recognizability, clarity, and adaptability in digital and print.
Main (Brand) colors
The colors your audience learns to recognize as your brand, like Amazon yellow and black or FedEx purple and orange.
Amazon Orange#FF9900
Amazon Blue#146EB4
Support colors
Add flexibility and expression while keeping the main brand colors dominant.
Amazon Black#232F3E
Neutral colors
Keep text readable, surfaces clean, and the complete color system balanced.
White#FFFFFF
Soft Gray#F3F3F3
Dark Charcoal#111111
Color roles
Give every color a clear job
Contrast check
Logo Pairings
Three contrast-safe combinations selected from the current palette.
Digital and print
Color values ready for handoff
HEX and RGB are derived from each color. CMYK stays editable for a designer-approved print match.
Main colors
2 colorsAmazon Orange
High-visibility, signature Amazon color, evokes energy and approachability.
- HEX
- #FF9900
- RGB
- 255, 153, 0
- CMYK
- 0, 40, 100, 0
Amazon Blue
Bold, trustworthy blue for strong contrast and clear calls to action.
- HEX
- #146EB4
- RGB
- 20, 110, 180
- CMYK
- 89, 39, 0, 29
Support colors
1 colorsAmazon Black
Dark anchoring support for accent roles and backgrounds.
- HEX
- #232F3E
- RGB
- 35, 47, 62
- CMYK
- 44, 24, 0, 76
Neutral colors
3 colorsWhite
Clean, pure white background for maximum contrast.
- HEX
- #FFFFFF
- RGB
- 255, 255, 255
- CMYK
- 0, 0, 0, 0
Soft Gray
Gentle light gray for subtle backgrounds and outlines.
- HEX
- #F3F3F3
- RGB
- 243, 243, 243
- CMYK
- 0, 0, 0, 5
Dark Charcoal
Very deep neutral for highly readable text and dark backgrounds.
- HEX
- #111111
- RGB
- 17, 17, 17
- CMYK
- 0, 0, 0, 93