01-customers-1234.json

{
  "_links": {
    "self": { "href": "/customers/1234" },
    "collection": { "href": "/customers" }
  },
  "name": "Bob Jones",
  "street": "123 California Ave",
  "city": "Sacramento",
  "state": "CA",
  "zip": "12345",
  "phone": "+1 (123) 456 7890",
  "active": true,
  "credit_limit": "48"
}

02-customers.json

{
  "_links": {
    "self": { "href": "/customers" },
    "item": [{
      "href": "/customers/1",
      "title": "Sally"
    }, {
      "href": "/customers/2",
      "title": "Sue"
    }, {
      "href": "/customers/3",
      "title": "Joe Biden"
    }, {
      "href": "/customers/1234",
      "title": "Bob Jones"
    }]
  }
}

03-customers-embedded.json

{
  "_links": {
    "self": { "href": "/customers" }
  },
  "_embedded": {
    "item": [{
      "_links": {
        "self": { "href": "/customers/1" }
      },
      "name": "Sally",
      "street": "123 California Ave",
      "city": "Sacramento",
      "state": "CA",
      "zip": "12345",
      "phone": "+1 (123) 456 7890",
      "active": true,
      "credit_limit": "10"
    },
    {
      "_links": {
        "self": { "href": "/customers/2" }
      },
      "name": "Sue",
      "street": "123 California Ave",
      "city": "Sacramento",
      "state": "CA",
      "zip": "12345",
      "phone": "+1 (123) 456 7890",
      "active": true,
      "credit_limit": "20"
    },
    {
      "_links": {
        "self": { "href": "/customers/3" }
      },
      "name": "Joe Biden",
      "street": "123 California Ave",
      "city": "Sacramento",
      "state": "CA",
      "zip": "12345",
      "phone": "+1 (123) 456 7890",
      "active": true,
      "credit_limit": "30"
    },
    {
      "_links": {
        "self": { "href": "/customers/1234" }
      },
      "name": "Bob Jones",
      "street": "123 California Ave",
      "city": "Sacramento",
      "state": "CA",
      "zip": "12345",
      "phone": "+1 (123) 456 7890",
      "active": true,
      "credit_limit": "48"
    }]
  }
}

Note that for the embedded resources case, you could have pagination. See http://phlyrestfully.readthedocs.org/en/latest/halprimer.html#collections
...and notice the "self", "prev", "next", "first", and "last" link relations which are all standard IANA link relations for pagination.