HAQM brand usage guidelines for third-party digital display ads
Overview
Using the HAQM name or branding elements can help you get results. However, the HAQM brand is one of our most valuable company assets and any use of the HAQM brand must follow our advertising policies. The guidance below is focused specifically on the use of the HAQM brand for digital display advertising associated with third-party products sold at HAQM.com. Third-party vendors and sellers on our marketplace are permitted to display the “available at HAQM” logo in their ads to promote the availability of their products and services at HAQM. No formal review or approval is needed to use this logo.
Other uses of the HAQM brand require review and written approval by HAQM in accordance with our advertising policies. Teams outside of digital display advertising should contact trademarks for guidance.
Call to Actions (CTAs)
HAQM text link CTAs
The following CTAs are allowed in HAQM branded text links:
- Shop now at HAQM.com
- Shop now
- Pre-order now
- Learn more
- See details
- Watch now
HAQM text links should conform to the following standards:
- Typeface and Sizing: HAQM Text Link CTAs should always be set at one of two sizes – Frutiger 57 Condensed at 11.5 point for small applications and Frutiger 67 Condensed at 14 point for large. Recommended small applications include small IAB ad units (Micro Bar, Button 1, Square Button, Half Banner, Full Banner) or custom units such as site stripes, mini marquees, etc. Recommended large applications include large IAB ad units (Medium Rectangle, Wide Skyscraper, Skyscraper, Leaderboard), or custom units such as home page pushdowns, marquee pushdowns, etc.
- Graphical Styling: The underline should ‘break’ for descenders, that is to say there should be one pixel of clear space on either side of each descender.
- Color: The CTA can be any color as long as – 1) all elements within the CTA (arrow, text and underline) use the same base color, 2) the CTA complements the promotional graphic it is used in, and 3) it stands out enough to be seen. The opacity of the underline and arrow elements should be set to 70% of the text color.
- .com Usage: Although “HAQM” is preferred, using “HAQM.com” for CTA text links is also acceptable. (applies to haqm.com, amazon.co.uk, amazon.ca, amazon.de, amazon.fr, amazon.it, amazon.es, amazon.co.jp, etc.)
HAQM branded button CTAs
Because the look and feel of HAQM buttons is an integral aspect of the overall brand, they are not allowed for use as advertisement CTA statements. The exception to this is the use of HAQM branded buttons in eCommerce ads like ‘Add to Cart’, ‘Add to Wish List’, ‘Shop now and ‘Clip coupon’.
Approved ✔
Not Approved ✘
Why
1. In order to prevent customer confusion between what is the site and what is an advertisement, branded buttons are not allowed (Advertiser branded buttons or HAQM text links only).
2. Non-specific or inaccurate CTAs are not allowed.
HAQM capitalization and punctuation
Approved ✔
>Shop now at HAQM.com
Not Approved ✘
>Shop now at AMAZON.COM
>Shop now at haqm.com
Why
HAQM should always be in title case (all capitals or lowercase is not allowed).
Brand phrases
The use of HAQM proprietary words, phrases, products, etc. that directly tie into HAQM functionality or features is allowed (e.g. “Gold Box Deal Of The Day”), but requires approval from HAQM. Outside of this context, use of HAQM branded terms or similar statements are not allowed unless expressly approved.
This includes but is not limited to:
- Gold Box
- Deal of the Day
- Super Saver Shipping
- 1-Click
- Seller Central
- Wish List (or Wishlist)
- Today’s Deals
- Subscribe & Save
- Kindle
- HAQM Mom
- Look Inside the Book
- Similar phrases (e.g. – “One Click Install”)
Approved ✔
Not Approved ✘
Why
The “Subscribe & Shop Now” message could easily be confused with the HAQM Subscribe & Save program.
HAQM brand marks
The HAQM logo and the HAQM Smile mark are not permitted in third-party advertising by vendors and sellers linking in to HAQM. The “available at HAQM” logo is permitted for use in advertising.
Not permitted
Not permitted
HAQM logo use and special circumstances
In some situations, an advertiser may need to leverage the “HAQM” logo either alone (third-party usage) or in a lockup with their own logo (co-branding). Any use of the HAQM logo must be approved and reviewed in all cases. Please send request for approval with examples of proposed usage to your account team. In all other cases for advertising that links to HAQM the “available at HAQM” logo should be used.
The HAQM logo is permitted for use when a vendor is using it in a line up with two or more other retailers and not linking in to HAQM. For example, a vendor may market a product that is available from more than one retailer and show each retailer logo (Walmart, Target, and HAQM). This is called a “logo line up” and is permitted.
Available at HAQM logo
Third-party vendors and sellers on our marketplace are permitted to display the “available at HAQM” logo in their ads to promote the availability of their products and services at HAQM. No formal review or approval is needed to use this logo. The “available at HAQM” logo can be used in the two colors provided (white and squid ink). Choose the color option that is most legible for the logo placement. Logos may be downloaded here.
Localized versions of the “available at HAQM” logo can be downloaded for the following countries and regions:
Approved ✔
Not Approved ✘
Why
The HAQM logo and Smile mark should not be used in any ad placements. Always use the “available at HAQM” logo.
Branding on and off HAQM
Advertisements should be branded appropriately, when used on and off HAQM.com and offsite. For placements on site, usage of the “available at HAQM” logo is strongly discouraged. Ad placements intended for HAQM DSP can feature the “available at HAQM” logo or the appropriate text link CTA when linking in to HAQM.
Approved ✔
Not Approved ✘
Why
Available at HAQM
The “available at HAQM” logo is strongly discouraged when the advertising placement is on the HAQM site.
Approved ✔
Not Approved ✘
Why
At HAQM
Verbiage in the call-to-action button is incorrect. “at HAQM.com” should always be used. Offsite static ads that link in to HAQM, should clearly display the “available at HAQM” logo or the appropriate text link CTA.
Approved ✔
Not Approved ✘
Why
At HAQM
Creative may not use HAQM branded buttons unless expressly approved by HAQM.
Small Space
In smaller placements where the “available at HAQM” lockup is too small and difficult to read, third-party advertisers may typeset “Available at HAQM” in their typeface of choice with the word “Available” capitalized. The “available at HAQM” lockup should be used in all instances except where space is limited and the badge would fall below minimum size recommendations.
Subscribe & Save logo and badge
Third-party vendors and sellers are permitted to display the “Subscribe & Save” logo or the “Subscribe and Save” badge logo in their ads to promote products that participate in the Subscribe & Save program. No formal review or approval is needed to use the logo or badge logo. The “Subscribe and Save” badge logo should be used for ads that are offsite, while the “Subscribe and Save” logo is appropriate for ads that are onsite. The “Subscribe & Save” logos can be used in the two colors provided (white and squid ink). Choose the color option that is most legible for the logo placement.
Subscribe & Save Logo
Subscribe and Save logo may be downloaded here.
Localized versions of the Subscribe & Save logo can be downloaded for the following countries and regions:
Subscribe & Save badge logo
Subscribe and Save badge logo may be downloaded here.
Localized versions of the Subscribe & Save badge logo can be downloaded for the following countries and regions:
Ads running wherever should use the Subscribe & Save badge logo with HAQM instead of the Subscribe & Save logo.
Ads running onsite can use the Subscribe & Save logo where it is clear to the customer that clicking on the ad will lead to an HAQM page e.g. in the custom portion of a DEA, or a static ad with a “Shop now” CTA.
HAQM logos and imagery guidelines
Available at HAQM logo
Clear space
Clear space is based upon the height of the letters in the HAQM logo. The clear space scales in proportion to the size of the mark, so when the logo gets bigger, the clear space should, too.
Minimum Size
The stacked “available at HAQM” logo must be no smaller than 0.75 inches wide for print, 90 px for 1x resolution screens, or 180 px for 2x resolution screens.
The horizontal “available at HAQM” logo must be no smaller than 1.4 inches wide for print, 140 px for 1x resolution screens, or 280 px for 2x resolution screens.
Not Allowed
To maintain brand integrity, do not alter the logo artwork, proportion, or color. Below are examples of incorrect uses.
Don't re-create the artwork.
Don't outline the lockup.
Don't distort or rotate the lockup
Don't remove elements from the lockup.
Don't alter the lockup colors.
Don't add elements to the lockup or let others do so.
Don't place the lockup over a photo background that does not provide enough contrast.
Don't place the lockup over a photo background that is too busy.
Subscribe & Save logo
Clear space
Clear space is based on 1/8 of the height of the Subscribe & Save logo. The clear space scales in proportion to the size of the mark, so when the logo gets bigger, the clear space should, too.
Minimum size
The Subscribe & Save logo must be no smaller than 32 px high for 1x resolution screens, or 64 px for 2x resolution screens.
Subscribe & Save badge logo
Clear space
Clear space is based on the height of the letters in the HAQM logo. The clear space scales in proportion to the size of the mark, so when the logo gets bigger, the clear space should, too.
Minimum size
The Subscribe & Save Badge Logo must be no smaller than 0.75 inches wide for print, 90 px for 1x resolution screens, or 180 px for 2x resolution screens.
The horizontal Subscribe & Save Badge logo must be no smaller than 210 px for 1x resolution screens, or 420 px for 2x resolution screens.
Additional logo guidelines
The HAQM family of logos are only allowed in ads when expressly approved by HAQM. For approvals, send requests along with examples of usage to your account representative.
Icons and site elements
The HAQM family of icons and site elements should not be used in advertisements unless expressly approved by HAQM. This includes but is not limited to:
Product imagery
- All imagery used must be owned by the advertiser or cleared for use in the ad unit prior to campaign launch. Any HAQM.com product imagery including HAQM products such as the Kindle must be approved by HAQM and non-HAQM vendor products not owned by the advertiser must also be cleared by the company who holds the rights.
- Product imagery provided should not be downloaded from Google or any other search engine site.
- All advertisement imagery is subject to approval by HAQM.
Technical specs and more
Additional guidelines regarding technical specs, eligible ad units, advertiser types and more can be found at: technical guidelines.