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?

  • 1
    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. Commented Jan 28, 2017 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
    Commented Feb 1, 2017 at 10:57
  • It has already changed, it seems they reverted to Arial.
    – AndreKR
    Commented Feb 1, 2017 at 16:25
  • If it had changed, it's changed back. I took a screenshot as it appears today. CSS still shows "Amazon Ember". Commented May 13, 2017 at 22:03

7 Answers 7


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"


  • Wow, great find. Any idea what the license conditions are of it? Commented Jul 22, 2019 at 23:28
  • @HashimAziz See my answer below.
    – iBug
    Commented Feb 18, 2021 at 12:27

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.


I'd say Ubuntu.


enter image description here

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

  • When Amazon Ember was first deployed, I thought they had switched their site to the Ubuntu font. I think this is the closest indeed. Commented Jan 17, 2018 at 0:50

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

enter image description here

  • I just wish it had true italics, but it's nice find whatsoever.
    – Cristóbal
    Commented Nov 29, 2022 at 1:12

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

enter image description here


Amazon now provides their complete font set on Amazon Alexa Design Guides, the Typography page. There's a big blue Download button on the right of the page, which leads to this link (it's a direct download). The ZIP package contains all Amazon Fonts, including Amazon Ember, Amazon Ember Display and Bookerly (a serif font), with both desktop format (TrueType TTF) and web formats (Embedded OpenType EOT, WOFF and WOFF2) packaged.


A file named Amazon Ember Licensing Guidelines.pdf is also bundled in the ZIP package with some directives that I don't fully understand. Relevant parts are quoted below (emphasis mine):

Amazon has created a limited library of typefaces for use across all products, interfaces, and websites. These fonts are fully owned by Amazon, making their usage free to all internal product teams. Fonts other than those listed below, such as Palatino, Baskerville, Caecillia, and others are licensed from their respective rights holders (generally Monotype Corporation). To use these other fonts with your product you must secure a license that covers the distribution and display of the desired fonts.

All of these fonts were developed under contract for Amazon - as a result Amazon owns them fully outright. To include these designs in your work there are no licenses payments, no royalties, no copyright or attribution notices required. The font itself carries the proper ownership and copyright information in the header metadata of the font and Amazon does not require any additional attribution or protections when using the font.

The text may suggest that anyone (within or outside Amazon.com, Inc) may use the fonts anywhere but I couldn't secure this assumption, so use at your own discretion.

  • 1
    That page is specifically for Amazon developers, so I would say it’s about 99.9% certain that this wording refers exclusively to use by Amazon developers in products within the Amazon universe. Commented Feb 18, 2021 at 16:48
  • @JanusBahsJacquet Yep that my first impression too. The website seems to target developers for the Amazon ecosystem, and that particular page is for developing for Alexa, so yeah you're basically right.
    – iBug
    Commented Feb 18, 2021 at 17:34

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

enter image description here

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