AWS Design System

The AWS homepage looks nothing like its console. Where the Console UI is dense charcoal with tight 4px rounding and table-centric layouts, the marketing site is a white editorial surface: a 40px Amazon Ember Display headline in near-black, a 20px sub-paragraph in body gray, and a grid of "What's new" thumbnail cards below the fold. The hero's right side carries a four-panel gradient thumbnail strip where each tile cycles through a different spectral gradient stop — fuchsia to indigo, blue to teal — making the color variety feel curatorial rather than chaotic. No brand orange appears above the fold. The Amazon smile mark in the nav is the only warm chromatic note.

The system runs two Amazon typefaces: Amazon Ember Display for every spoken surface (headline, subhead, body, button, nav link), and Amazon Ember Mono for service-tag chips, pricing metadata, and code annotations. Display tops out at 40px in weight 500 — a deliberate restraint for a brand with 200+ services; the page can't afford a single voice dominating the attention budget. The supporting color story is simpler than the console suggests: one cerulean-blue voltage (#0972d3, wired as --rg-color-link-default) for links, interactive states, and gradient accents; four near-black prose tones that divide heading, body, secondary, and faded roles; and pure white below with a barely-there #f3f3f7 surface tone for card backgrounds.

Feed this file to Claude or Cursor and it reproduces the marketing-site AWS, not the Console — white canvas, generous 16px rounding, two Amazon Ember voices, cerulean-blue as the single interactive voltage. The system is notably warmer and more editorial than the dev-infra convention set by Cloudflare (orange hero canvas) or Vercel (matte black floor). It reads like a retail brand that also happens to run half the internet.