Orange is Amazon's action color — it appears on the logo arrow, the cart button, and the Prime badge. The dark navy header gives the interface a more considered look than you'd expect from a discount retailer, which is probably intentional.
Amazon's orange (#FF9900) is the color of action — it appears on the signature arrow-smile logo (the arrow from A to Z represents everything Amazon sells), on CTA buttons, and on Prime badges. It was deliberately chosen to stand out against blue-dominated e-commerce competitors. The dark navy (#232F3E) header creates a premium frame for product browsing, and the lighter gold (#FEBD69) appears in ratings stars and Prime membership branding, adding warmth without competing with the primary orange.
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