The quick brown fox jumps over the lazy dog
Amazon Ember vs Bookerly
Two halves of the same Amazon type system, both drawn by Dalton Maag in 2015. Amazon Ember is the sans-serif that carries the brand — device UI, Echo guidelines, and much of Amazon.com — while Bookerly is the serif built for one job: long-form reading on Kindle screens.
Amazon Ember is a commercial font, so it is shown here in Nunito Sans, its closest free alternative. All free alternatives to Amazon Ember → Bookerly is a commercial font, so it is shown here in Literata, its closest free alternative. All free alternatives to Bookerly →
The quick brown fox jumps over the lazy dog
- Amazon Ember is a humanist sans-serif that debuted with the Kindle Oasis in April 2016 and is Amazon's master brand font; Bookerly is an old-style serif that became the default on the 2015 Kindle Paperwhite, replacing Caecilia.
- Ember is cut for interfaces and marketing, with Light and Bold for body and subheads and a rounded-corner Display cut for logos, headlines, and sizes over 72 pt.
- Bookerly is tuned for e-ink and screen reading at paragraph length, shipping with ligatures and kerning pairs that Amazon says let readers go faster with less eyestrain.
- Both are corporate typefaces commissioned exclusively for Amazon rather than retail fonts, so neither is openly licensed for other brands and a free alternative is the practical route for your own project.
Amazon Ember
Reach for Amazon Ember when you want the Amazon product look — app chrome, device UI, marketing pages, and short headlines in a clean, slightly warm sans.
Bookerly
Reach for Bookerly for long-form reading, e-books, and article bodies where a screen-tuned serif earns its keep over pages, not pixels.