Amazon's Custom Typefaces: Ember and Bookerly Unveiled

Amazon is known for its innovative and user-friendly design, and a significant aspect of this is the choice of typefaces. The company primarily utilizes a custom typeface called Amazon Ember, designed to ensure high legibility and adaptability across various devices and screen sizes.

The Evolution of Amazon's Font Choice

A detailed breakdown of Amazon's font choices reveals an intricate approach to typography:

Amazon Ember

Amazon Ember is a sans-serif font specifically crafted for Amazon by Dalton Maag. Its primary use is in Amazon's branding and user interface. It was first introduced on the Kindle Oasis and later integrated into the new Kindle 8th Generation and Amazon's shopping website and apps. The font's modern and clean look is perfectly suited for digital and print media.

Amazon Bookerly

Amazon Bookerly, another custom font, is a serif font also designed by Dalton Maag. It is mainly used on Amazon devices like the Kindle and Alexa, as well as some parts of the Amazon website. This font enhances readability and adds a touch of elegance, particularly in text-heavy sections like eBooks.

Additional Fonts

In addition to the custom fonts, Amazon also uses other popular typefaces:

Helvetica and Arial: These are used in print materials for their clarity and versatility. Roboto and Open Sans: These modern sans-serif fonts are great alternatives for personal use, especially for those looking to emulate Amazon's style. Verdana: This serif font is utilized in certain sections of the website for its readability.

A notable change in recent times is the shift from Amazon Ember to Amazon Bookerly. According to the source code of the website, Amazon is now primarily using Bookerly for their main text, which serves as a robust replacement to Ember. The new choice aims to enhance readability and maintain consistent typography across all platforms.

Kindle Device Typography

One of the unique aspects of Amazon's typography is the design for their Kindle device. The Kindle Create software, designed for creating Kindle books, offers three custom fonts: Bookerly serif, Amazon Ember sans-serif, and Monospace also sans-serif. This flexibility allows authors to choose the best typeface for their content, enhancing the reading experience for Kindle users.

Conclusion

Amazon's commitment to custom typeface design underscores its dedication to providing an exceptional user experience. By leveraging typography, the company enhances legibility, readability, and overall aesthetics. Whether it's the clean lines of Amazon Ember or the elegant curves of Amazon Bookerly, the custom fonts play a vital role in Amazon's visual identity and functionality.