Revised September 12, 2017

The AWS Marks for APN Guidelines below (“Guidelines”) are intended for use by eligible AWS Partner Network (“APN”) members wishing to use marks that AWS makes available to members as part of the APN program (“AWS Marks”), including the APN Partner Logo (below) and AWS Logo. The AWS Logo and other AWS brands are, in addition to these Guidelines, subject to the AWS Trademark Guidelines. If you are unsure of how these requirements apply to your specific business case, contact your AWS Representative for assistance. 


These requirements apply to each individual element of your product offering, ad creative, or promotional material (e.g. website, sales material, order forms, banner ads, email newsletters, printed materials, or other advertising, etc.).

As outlined in APN’s online Terms and Conditions, members of the APN that are Select Tier (formerly Standard Tier) and above, Channel Reseller Partners or Government Partners may use applicable AWS Badges as part of the AWS Marks. Some examples of these badges are included below:

Example of an Advanced tier
“Technology Partner”


Example of a Select tier
“Consulting Partner”


As outlined in APN’s online Terms and Conditions, APN Partners that are eligible to use the AWS Marks will have a nonexclusive, worldwide, royalty-free, revocable license to display the most recent version of AWS Marks on their website or in their own offline materials (e.g., in any printed material, mailing, or other document) solely to identify their participation in AWS Partner Network. This includes use of the AWS Marks on business cards, trade show booths, sales material, etc.

Use of the AWS Marks on promotional novelty items (e.g. trade-show giveaways of small monetary value) must comply with these Guidelines. No more than 2,000 promotional novelty items must be produced per promotional event.

Importantly, the new AWS Marks replace the legacy AWS Partner Logo. When this occurs, all APN Partners currently using the legacy AWS Partner Logo should transition to the new AWS Marks when available as quickly as possible. An example of the legacy AWS Partner Logo is included below:


When using the AWS Marks, all APN Partners must comply by the following general guidelines, in conjunction with the AWS Trademark Guidelines:

  • Keep the focus on your company. The AWS Marks should not be more prominent than your logo. On any email or mail campaigns, it needs to be clear that the correspondence is not from AWS, but from your company. Additionally, AWS cannot be mentioned in the subject line of any e-mails or on the outside of any direct mail pieces. Prohibited brand usage. You may not use any AWS brand, including AWS Marks, to disparage Amazon or AWS, its products or services, or partners in a manner which, in AWS’s sole discretion, may diminish or otherwise damage or tarnish Amazon’s or AWS’s goodwill.
  • AWS is not a sponsor of your promotions. Your use of the AWS brand, including AWS Marks, should not imply a formal business partnership or sponsorship of your promotions.
  • “Amazon Web Services” is our name. If you choose to reference our three-word name, each word and abbreviated letter is always capitalized and can be used only as “Amazon Web Services” or as “AWS”. “Amazon” is always capitalized, unless you are referring to our website at
  • Solutions based on Amazon Web Services is what you are offering. You cannot directly advertise the AWS website. Do not publish links to an AWS sign-up page. Incidental references to AWS product pages are permissible when necessary to explain a feature of your services (e.g. Product allows back-up on Amazon S3 and a link to the Amazon S3 product page is provided). Use of AWS URLs should also conform to the AWS Trademark Guidelines. Any mention of AWS URL’s should be removed upon request by AWS.
  • URL Links. Do not use “AWS’ or any of the AWS trademarks within your URL. For example, the URL,, is not permissible use of the AWS brand or trademark. An example of permissible use would be: AWS may request removal of a URL link that is in violation of these Guidelines.
  • Adwords. AWS owns and restricts trademark use by 3rd parties on all search engines. Advanced and Premier Tier APN partners may be whitelisted by submitting a screen shot of your search engine account along with your ad account ID to the AWS paid search team ( demonstrating that the following exact match keywords are placed as Negatives in the account: [AWS] [amazon. Web services] [a.w.s.] [amazon web services] [aws account] [AWS Signup] and [amazon – aws]. Once the search team has received confirmation of keyword exclusion, they will submit for the APN Partner to be whitelisted for trademark use in ad copy.
  • Modification of Logos: You must comply with our Marketing Guidelines. Our trademarks should not be altered in any way.

AWS may periodically perform random audits of client materials to ensure compliance with these requirements. If an item is selected for review, AWS will contact you directly.


AWS reserves the right, at its sole discretion, to modify these AWS Marks for APN Guidelines at any time and to take appropriate action against any use without permission or any use that does not conform to these requirements.