What the sources say
Fonts In Use lists Amazon Ember under the foundry Dalton Maag. It describes Ember as a custom family designed in 2015 for Amazon alone, first used on the Kindle Oasis in 2016. By March 2020 the family had three branches: Ember, Ember Condensed and Ember Display. Fonts In Use does not name an individual designer, so we don't either. Amazon backs this up in its own Alexa developer guidelines, which name Ember as the master brand font across Amazon products and services.
Evidence for this attribution ↓No paid font selected
Free alternatives
Compare the actual letterforms with the same text. These are editorial alternatives, not fonts attributed to Amazon.
Free alternative
Noto Sans
Loading font preview…
Regular · Latin specimen
A humanist sans with open shapes and a calm, neutral tone, close to Ember's feel for body text. Its letters are a little wider and less distinctive than Ember's.
View fontFree alternative
IBM Plex Sans
Loading font preview…
Regular · Latin specimen
A corporate sans with a full range of weights, good for the Light-and-Bold pairing Amazon uses. Plex has squarer curves and a more technical look than Ember.
View fontFree alternative
Inter
Loading font preview…
Regular · Latin specimen
A neutral screen sans that suits product pages and app interfaces. It is more grotesque than humanist, so it reads cooler and more uniform than Ember.
View fontHow Amazon uses Ember
Amazon's Echo identity guidelines give a narrow set of rules. Echo branding uses two weights, Amazon Ember Light and Amazon Ember Bold. The Display styles are kept for brand names, very large type over 72 pt, headlines and single-word callouts. So Echo branding sticks to Light and Bold, with the Display cut kept for big headlines.
Evidence for this attribution ↓The logo is not a font
The amazon wordmark with the A-to-Z smile is logo artwork, not a typeface you can type with. The branding agency Turner Duckworth says it took a brief from Jeff Bezos in 1998 and turned the line under the name into a smiling arrow pointing from A to Z. Its case study does not name a font for the lettering, so we do not name one here either.
Evidence for this attribution ↓How to get the look
Ember is a clean, open sans serif, so a free humanist or neutral sans gets you most of the way. Use a light weight for body text and a bold weight for short headings, which mirrors Amazon's own Light and Bold pairing. Keep layouts simple, use plenty of white space, and set headings in sentence case. Leave the smile logo alone: it is Amazon's brand artwork, not part of the font.
Common questions
Is the Amazon Ember font free?
No. Amazon Ember was made for Amazon's exclusive use and is not sold or released under an open licence. Amazon offers the font set on its Alexa developer branding page, but that page gives no licence for other projects. Use a free look-alike such as Noto Sans or IBM Plex Sans instead.
What font is the Amazon logo?
The amazon wordmark and smile are custom logo artwork, not a font you can install. Turner Duckworth created the smile arrow after a 1998 brief from Jeff Bezos. No reliable source names a typeface for the logo lettering.
Who designed Amazon Ember?
The type foundry Dalton Maag in London, according to Fonts In Use, which dates the design to 2015. Fonts In Use does not credit an individual designer.
Sources & evidence
Editorial review completed November 10, 2026.
- Fonts In Use — Amazon Ember
Design publication
- Amazon Developer — Echo identity guidelines: Typography
Official brand guidelines
- Turner Duckworth — Amazon case study
Logo design agency