Amazon in the UK has implemented a new font called "Amazon Ember". A product page shows the squarish font, which has two-storey a, single-bowl g and flat top to the digit 3:Screenshot from Amazon UK site

My amateur eye can't seem to match the closest font on Google Fonts. https://fonts.google.com/

What is the closest Google font to this? I personally think, Lato?

Also, is there a way to download and use Amazon Ember on a website or app?

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    What do those bags have to do with Amazon’s font? And where is the font you’re talking about even used? I just see a page full of text set in Helvetica. – Janus Bahs Jacquet Jan 28 '17 at 23:39
  • merch89 can you edit your question and add a screenshot showing the font you're talking about? If that link changes or Amazon changes their font your question will be useless and impossible to answer. – Luciano Feb 1 '17 at 10:57
  • It has already changed, it seems they reverted to Arial. – AndreKR Feb 1 '17 at 16:25
  • If it had changed, it's changed back. I took a screenshot as it appears today. CSS still shows "Amazon Ember". – Andrew Leach May 13 '17 at 22:03

Ember is a typeface that was commissioned by Amazon for use on the Kindle Oasis. Here's a sample:

enter image description here

As far as a close Google font, I'd say you're on the right track with Lato. Another alternative would be Roboto. Both are nice clean alternatives to the Amazon font:

enter image description here

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I have found a link to download the Amazon Ember font and all weights on the Amazon Developer website. The file download also includes the Bookerly typeface.


If this doesn't work then go to this page and click on the "Out of box experience recommendations" and the download link is in the first paragraph of text. Labeled "HERE"


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  • Wow, great find. Any idea what the license conditions are of it? – Prometheus Jul 22 '19 at 23:28

I'd actually go with PT Sans, which seems to share quite a few characteristics, narrow, curved lowercase l, monocameral g, high middle strokes on the M.

PT Sans

If you need more weights, then I'd go for Source Sans, which does not come as close but has a LOT of weights and widths.

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I'd say Ubuntu.


enter image description here

Main differences: Arm of the small t and the descenders of d's and a's

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  • When Amazon Ember was first deployed, I thought they had switched their site to the Ubuntu font. I think this is the closest indeed. – Mahmoud Al-Qudsi Jan 17 '18 at 0:50

Working with this for a while, I just found Assistant is a spooky close second.

enter image description here

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I think Sofia Pro Semi Bold or within the Sofia Pro family.

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