The quick brown fox jumps over the lazy dog
Amazon Ember vs Amazon Sans
Two custom typefaces commissioned by Amazon a decade apart. Amazon Ember is the humanist sans Dalton Maag drew in 2015 for Kindle screens, which went on to become the master brand font across Amazon's products and services. Amazon Sans is one of three faces Berlin foundry NaN built for the 2025 Koto-led brand refresh, a refined grotesk made to stretch across a sprawling family of sub-brands.
Amazon Ember is a commercial font, so it is shown here in Nunito Sans, its closest free alternative. All free alternatives to Amazon Ember → Amazon Sans is a commercial font, so it is shown here in Libre Franklin, its closest free alternative. All free alternatives to Amazon Sans →
The quick brown fox jumps over the lazy dog
- Amazon Ember is a humanist sans with open apertures and a generous x-height, tuned first for e-reader screens and small interface text.
- Amazon Sans is a refined grotesk with subtly softened corners, drawn across multiple widths and weights for a brand system rather than a reading device.
- Ember ships as separate text and display cuts: the text weights have square corners while Ember Display softens them with rounded corners for headlines over 72 pt.
- Amazon Sans arrived alongside Ember Modern Display and Ember Modern Text in 2025, the same NaN project that supplies Amazon's current headline and long-form faces.
- Both are proprietary custom fonts licensed only for Amazon's own use, so neither can be bought or legally self-hosted; a free alternative is the practical route for either look.
Amazon Ember
Reach for Amazon Ember's style when you want a warm, humanist UI voice that reads comfortably at small sizes on screens, in the spirit of a device interface or product page.
Amazon Sans
Reach for Amazon Sans's style when you need a cooler, contemporary grotesk with width and weight range to carry a multi-brand identity system, logos, and marketing headlines.