California

Q: How do I use #FF9900 in CSS?

You can use #FF9900 in CSS with: background-color: #FF9900; or color: #FF9900; or as an RGB value: rgb(255, 153, 0). For print design, use CMYK: 0%, 40%, 100%, 0%.

#FF9900 aka “Amazon Orange” by Amazon

California is a warm medium color with the hex code #FF9900. Also known as "Amazon Orange" by Amazon . This vibrant hue can be represented as RGB 255, 153, 0 in digital design or CMYK 0%, 40%, 100%, 0% for print applications. Find matching Pantone color. Currently, 1 brand uses this color in their visual identity, making it a proven choice for professional branding and web design.

California color values

HEX: #FF9900
RGB: 255, 153, 0
HSL: 36°, 100%, 50%
CMYK: 0, 40, 100, 0

Shades & tints

Darker Lighter

About this color

California sits at 36° on the color wheel with 100% saturation and 50% lightness, placing it in the orange-red segment of the spectrum. With saturation at 100%, this is a high-chroma color: the kind that anchors palettes and demands considered placement. Its mid-range lightness positions it as a mid-tone: neither a background color nor a deep accent, but something in between.

In digital environments, California is rendered as rgb(255, 153, 0), where the red channel dominates at 255, creating a strongly red-skewed appearance. The mid-range lightness and strong saturation make this versatile for both foreground and background roles, depending on what it is paired against.

For print, California translates to a CMYK breakdown of 0C 40M 100Y 0K. With almost no black ink (0%), this color is built almost entirely from process inks: 40% magenta, 100% yellow. This profile tends toward vibrancy in print, though ink density limits on press may affect saturation on coated versus uncoated stock. In brand applications, this exact value is specified as Amazon Orange.

Color harmonies

Complementary

Analogous

Triadic

Split-Complementary

How to use California

CSS Variable

:root {
  --brand-primary: #FF9900;
  --brand-primary-rgb: 255, 153, 0;
}

Define as a CSS custom property for consistent theming across your site.

Tailwind Config

colors: {
  brand: '#FF9900',
}

Add to your Tailwind config to use classes like bg-brand.

Print Design (CMYK)

C: 0%
M: 40%
Y: 100%
K: 0%

Use these CMYK values in Adobe Illustrator, InDesign, or print specifications.

RGB for Screens

rgb(255, 153, 0)
rgba(255, 153, 0, 0.8)

Use RGB notation for compatibility or add alpha channel for transparency.

Brands using California

1 brand uses this color in their identity

Amazon

Technology • Turner Duckworth

Brands using similar hue

24 brand s with colors near 36° on the color wheel

Frequently asked questions

What color is #FF9900?

#FF9900 is California, a warm medium color with RGB values of 255, 153, 0. It has a hue of 36°, 100% saturation, and 50% lightness in the HSL color space.

What is the RGB value of #FF9900?

The RGB color code for #FF9900 is rgb(255, 153, 0). This means it contains 255 red, 153 green, and 0 blue in the RGB color model.

Is California a warm or cool color?

California (#FF9900) is a warm color with a hue between 0-60° or 300-360° on the color wheel.

How do I use #FF9900 in CSS?

You can use #FF9900 in CSS with: background-color: #FF9900; or color: #FF9900; or as an RGB value: rgb(255, 153, 0). For print design, use CMYK: 0%, 40%, 100%, 0%.