Last Updated: March 19, 2025
When customers receive your product, the first thing they notice isn’t the product itself—it’s the packaging. The colors, design, and overall presentation set the tone for their expectations and influence how they perceive your brand.
As an Amazon seller, your packaging needs to do more than just look good. It should align with your brand identity, appeal to your target audience, and comply with Amazon product packaging guidelines to ensure a smooth fulfillment process.
In this post, our Amazon agency will share how to choose the best colors for your Amazon product packaging. You’ll learn how color psychology impacts buying decisions, which color combinations work best, and how to create packaging that grabs attention while meeting Amazon’s requirements.
Table of Contents
Amazon Guidelines for Product Packaging
Before you start choosing colors for your product packaging, it’s important to understand Amazon’s guidelines. These rules ensure your packaging is protective, properly labeled, and easy to process in Amazon’s fulfillment network.
Knowing and following these requirements from the start will help you avoid compliance issues while still giving you room for creative packaging choices:
Amazon Packaging Requirements for FBA Sellers
FBA sellers must comply with Amazon’s strict packaging rules to ensure inventory is accepted and processed smoothly.
- General Guidelines:
Products must be securely packaged, barcodes must be scannable, and items should not require assembly. - Loose Products:
Items must be fully enclosed. Multi-piece sets should be packaged together. - Sold as a Set:
Clearly label bundled products as a set (e.g., “Do Not Separate”). Cover individual barcodes to prevent scanning errors. - Boxed Units:
Must have six secure sides and not collapse under pressure. Perforated boxes must pass a 3-foot drop test. - Poly Bags & Bubble Wrap:
Bags must be transparent, at least 1.5 mil thick, and include suffocation warnings if over 5 inches. Bubble-wrapped items must be tightly sealed and scannable. - Over-Boxing & Fragile Items:
Some products may require an extra protective box to prevent damage. - Expiration-Dated Products:
The expiration date must be visible in MM-DD-YYYY or MM-YYYY format. - Marketing Materials:
Inserts offering incentives for reviews or external promotions are strictly prohibited. - Safety & Compliance:
Remove theft-prevention devices, cover unrelated barcodes, and follow Amazon’s dangerous goods guidelines.
Amazon Packaging Requirements for FBM Sellers
For FBM sellers, since they are responsible for packaging and shipping their products, they have more flexibility compared to FBA sellers. However, they still need to follow Amazon’s guidelines to ensure compliance and customer satisfaction.
- No Marketing Materials:
Amazon product inserts, promotions, and review incentives are not allowed—only packing slips and necessary protective materials can be included. - Secure Packaging:
Use sturdy boxes, poly bags, or bubble wrap, and make sure multi-item sets are clearly labeled while removing unrelated barcodes. - Product Protection:
Packaging must withstand a 3-foot drop test, with enough cushioning (such as bubble wrap or foam) to protect fragile items. - Safety Measures:
Sharp or hazardous items should be securely wrapped to prevent potential injuries during handling and delivery.
Why Color Matters in Amazon Product Packaging
Choosing the right color combinations is crucial for creating an effective packaging design. The colors you choose can have a significant impact on click-through and conversion rates.
Some color combinations work well together and are visually appealing, while others can be distracting and off-putting. As a business owner, it is important to understand which color combinations work best for your brand and product.
Here’s why color plays a key role in your Amazon product packaging:
- Consistent colors make your brand more recognizable and build trust with customers.
- Clear, well-chosen colors help customers quickly identify your product and avoid confusion.
- High-quality packaging with the right colors makes your product look more premium and justifies higher prices.
- Different colors appeal to specific demographics, such as gold for luxury products and green for eco-friendly items.
- Well-designed packaging enhances the unboxing experience, increasing customer satisfaction and positive reviews.
- Thoughtful color choices and minimal packaging reduce waste, appealing to eco-conscious buyers.
Understanding the Color Psychology for Amazon Packaging
Colors play a vital role in creating a first impression, evoking emotions, and influencing buying decisions. The right color choices can increase click-through rates, encourage customers to make a purchase, and build brand recognition.
Therefore, it is essential to choose colors thoughtfully and strategically for your images and packaging.
How Colors Influence Customer Emotions and Behavior
Color selection affects how customers perceive your product and brand. Different colors trigger different emotions, which can influence a shopper’s decision to click on your listing or complete a purchase.
- Warm Colors (Red, Orange, Yellow)
Evoke energy, urgency, and excitement. Best for products related to action, fun, and adventure. - Cool Colors (Blue, Green)
Create feelings of calm, trust, and relaxation. Ideal for health, wellness, and productivity-related items. - Neutral Colors (Black, White, Gray)
Represent sophistication, minimalism, and luxury. Suitable for high-end or professional products.
Category-Specific Color Strategies
Different categories benefit from specific color choices based on customer expectations and psychological triggers.
Children’s Products
Bright, playful colors like red, yellow, and blue enhance fun and excitement.
Health & Wellness
Greens and blues signal calmness, nature, and well-being.
Luxury Goods
Black, gold, or silver convey sophistication and exclusivity.
Tech & Gadgets
Sleek neutrals like gray, black, and metallics create a modern and high-end feel.
Food & Beverage
Reds and yellows stimulate appetite, while greens emphasize freshness and health.
Beauty & Skincare
Soft pastels like pink and lavender evoke femininity and self-care.
Tips for Choosing the Best Colors for Your Amazon Product Packaging
Choosing the best colors for your packaging isn’t just about picking your favorite color. There’s a strategic approach to making your product visually appealing and easy to read.
To help sellers, here are key best practices for selecting effective packaging colors:
1. Prioritize Readability
Choose color combinations that ensure text is easy to read at a glance. High-contrast pairings, like dark text on a light background or vice versa, make important product details stand out.
2. Optimize Foreground and Background Colors
Ensure that the colors of your text and background work well together for maximum visibility. Avoid low-contrast combinations, such as blue on black, which can make text difficult to read and reduce customer engagement.
3. Keep Color Choices Simple
Stick to a limited color palette to maintain a clean and professional look. Too many colors can create visual clutter, making packaging less appealing and harder to read.
4. Choose Colors That Enhance Visibility
Before selecting fonts, ensure your color choices provide strong contrast and clarity. The right color combination makes the text stand out, reinforcing brand identity and improving customer recognition.
5. Use Effective Color Combinations
The right color pairings enhance visibility and reinforce your brand’s message. High-contrast combinations improve readability, while poorly chosen colors can make packaging look unprofessional or hard to distinguish.
6. Enhance Visibility with Outlines
If your brand colors have low contrast, using outlines can make key elements stand out. A subtle black or white outline around text or design features can improve legibility without compromising your brand’s aesthetic.
7. Analyze Competitor Color Trends
Successful competitors often use colors that attract their target audience and stand out in search results. Studying top-performing listings in your category can help you identify effective color schemes that resonate with buyers and enhance visibility.
8. Test and Refine Color Choices
A/B testing different packaging colors helps identify which combinations attract more attention and drive sales. Tracking performance metrics like click-through rates and conversions ensures your color choices stay effective and relevant over time.
For additional tips on how to choose the best colors for your product packaging, watch our video guide:
FAQs About Amazon Product Packaging
Pick the Right Colors for Your Amazon Packaging Design
Choosing the right colors for your Amazon product packaging is more than just a design decision—it directly impacts brand recognition, customer perception, and sales performance. By aligning your packaging colors with your target audience’s preferences and Amazon’s guidelines, you can create a visually appealing and compliant product presentation.
Need advice with your Amazon packaging? Contact our full-service Amazon agency, and let our experts help you create packaging that aligns with your brand guidelines while meeting Amazon’s requirements
