You may use Amazon, Kindle, Kindle Fire, or Kindle Paperwhite (but not the Amazon Logo or other Amazon-owned graphic or logo) in any referential phrase to describe that the third party product you're offering is compatible with Amazon's product or service, provided that:
For example: Joe wants to design a unique cover that fits the Kindle device. He's naming it "Joe's Cover." Joe can use phrasing that shows his cover "fits Kindle," is "for Kindle," or "works with Kindle." For example, any of the following would be acceptable: Joe's Cover fits Kindle devices, Joe's Cover for Kindle, Joe's Cover works with Kindle products, Joe's Covers - available for Kindle now!
In contrast: Joe should not claim Amazon, Kindle, Kindle Fire, or Kindle Paperwhite as part of his product name. Accordingly, we'd have concerns with: Joe's Kindle Cover, Kindle Cover by Joe, JoeKindle Covers, among others.
Use or Registration as Trademarks or Domain Names: You may not use or register, in whole or in part, Amazon, Kindle, Kindle Fire, or Kindle Paperwhite, or any other Amazon trademark, including Amazon-owned graphic symbols, logos, icons, or any other variations of these, in any country worldwide.
Logos, designs and symbols: You may not use the Amazon Logo or any other Amazon-owned graphic symbol, logo, or icon on or in connection with web sites, products, packaging, manuals, promotional/advertising materials, or for any other purpose except pursuant to an express written trademark license from Amazon, such as the Kindle Store Terms. If you are interested in using any of Amazon's logos, or graphics, please email email@example.com to discuss becoming a licensee under the Made for Kindle program.
Please be aware that even if you are not a Made for Kindle partner, you must comply with fair use and compatibility guidelines:
Variations, Takeoffs or Abbreviations: We do have a sense of humor; however, phonetic equivalents, foreign language equivalent, takeoffs, abbreviations, or variations of an Amazon trademark - even if clever - should not be used for any purpose. Nor should our brands be combined with any other non-Amazon brand. For example, we would have concerns with: KindleRiver, Kandle, Amazone Kyndle, Apple Kindle, iKindle Touch, or Kindle Windows, among others.