Amazon's tone of voice
This article was written by Oli West, founder of CopyStyleGuide.com. Oli is a senior copywriter and has been writing for startups for over a decade.
What is Amazon's tone of voice?
Amazon’s tone of voice is casual, serious, respectful and matter-of-fact. Their communications are always clear, concise and easy to understand. Amazon is always respectful of the customer, and they demonstrate straightforward and pragmatic regard for their products and services.
Amazon’s tone of voice matches the Steadfast Analyst (CSRM), which is:
Casual (rather than formal)
Serious (rather than funny)
Respectful (rather than irreverent)
Matter-of-fact (rather than enthusiastic)
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How does Amazon describe its tone of voice?
Amazon’s company-wide guidelines don’t appear to be available online. But the Amazon Payment Services brand book is available here.
It describes its tone of voice as:
Authentic
Informative
Inspiring
Simple
Amazon's tone of voice in practice
We examined https://www.amazon.co.uk/gp/subs/primeclub/signup/main.html on 13/07/2023.
Amazon's tone of voice on its Prime membership signup page is casual, serious, respectful, and matter-of-fact. The copy is written in a way that makes Amazon seem like a reliable and trustworthy platform, and it appeals to people who are looking for a way to save money and time on their online shopping.
Here are some specific examples of Amazon's tone of voice on their Prime membership signup page:
"Unlimited free delivery on the food you love.”
"Make the most of your Prime membership and explore all your Prime benefits.”
“Enjoy reading on any device, with over a thousand books, magazines and more.”
Amazon's tone of voice on its Prime membership signup page is designed to make customers feel confident and assured when signing up for Prime. The company's communications are always clear, concise, and easy to understand. They also convey a sense of value and practicality for Amazon Prime's features.
The evolution of Amazon's tone of voice
Amazon - the name is synonymous with e-commerce and much more today. However, the Amazon we know now has evolved tremendously from its roots as an online bookstore. Amazon's journey is a tale of relentless innovation, customer obsession and bold risk-taking. As we delve into Amazon's brand story, let's also explore the evolution of its tone of voice.
The world's most consumer-centric company
When Jeff Bezos launched Amazon in 1994, it was a small online bookstore with a straightforward goal: to sell books to a global audience. The tone of voice in these early days was friendly, helpful, and enthusiastic. It reflected the spirit of a book-lover’s friendly guide, eager to provide access to an extensive array of books at your fingertips.
The messaging centred around convenience, affordability, and vast selection. This tone of simplicity and approachability helped Amazon gain trust and build its customer base in its early years.
Beyond books
As Amazon started expanding beyond books in the late 90s and early 2000s, its tone of voice evolved as well. With a broader selection of products, Amazon began positioning itself as a 'one-stop-shop' for everything consumers needed.
The tone became more confident, reassuring, and empowering. It spoke of the convenience of finding everything you need in one place. The messaging focused on variety, price competitiveness, and user convenience. Amazon was no longer just a friendly bookstore; it was a dependable, comprehensive, online marketplace.
Prime and beyond
The introduction of Amazon Prime in 2005 signalled another significant shift in Amazon's brand positioning and tone of voice. Promising two-day shipping on millions of items, Prime positioned Amazon as a leader in customer service.
The tone was now that of an innovative, customer-obsessed leader. It communicated a promise of unmatched service and satisfaction, further solidifying Amazon's commitment to its customer-centric ethos.
Alexa and AWS
With the launch of Amazon Web Services (AWS) in 2006 and Alexa-enabled devices in 2014, Amazon stepped into the realm of cloud computing and artificial intelligence. This shift to innovative technologies significantly influenced its tone of voice.
Amazon's tone became that of a visionary and a game-changer. The messaging focused on how technology can simplify lives, make businesses more efficient, and turn houses into smart homes. This tone of innovation and authority was not just a marketing manoeuvre; it reflected Amazon's pivot towards being a tech innovator.
The global influencer
Today, Amazon's tone of voice mirrors its status as a global influencer. It communicates as a responsible leader, aware of its influence, and dedicated to making a positive impact. The tone is mature, empathetic, and global, covering areas like sustainability, community support and responsible innovation.
Companies with a similar tone of voice
Amazon’s communication style is most similar to the Steadfast Analyst (CSRM). Companies with a similar tone of voice include:
3M
Basecamp
Kickstarter
Slack
Wealthfront
Hi, I’m Oli West
For over 10 years, I've written copy for some of the UK's most successful startups. I’ve led content teams and have developed multiple brand guidelines. I’ve grappled and dealt with the common thread that unites all startups: the challenge of building trust with a new audience.
A consistent tone of voice can help build trust, but many startups don’t have a style guide in place. So I created CopyStyleGuide.com to help.
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