AMAZON BRAND GUIDELINES Brand Tone What is the one thing? We enable the triumph of the everyday hero. When are we at our best? This document expands on these When we’re at our best—when we’re working backwards from the qualities (unless you know better customer and embodying our Peculiar Ways—we create experiences that invite customers to see our finest qualities: We’re welcoming, ones) and helps us to focus on authentic, optimistic, empowering, and delightful. who we are, so that we consistently present ourselves to the customer in our finest light. AMAZON BRAND GUIDELINES—LAST UPDATED 02/22/2017 3