Amazon Logo

Amazon LogoAmazon Logo PNG

The originally executed Amazon logo provided recognition and individuality in the competitive environment of online marketplaces. The graphic composition became a symbol of convenient and safe trading, reminiscent of a friendly smile, demonstrating friendliness and a wide range of services.

Amazon: Brand overview

Founded:July 5, 1994
Founder:Jeff Bezos
Washington, U.S.
Amazon is the largest online marketplace in the USA and is a company of the same name. It is located in Seattle, Washington, and was founded by businessman Jeff Bezos. It has been operating in the market since July 1994.

Meaning and History

Amazon Logo History

In its early years, Amazon positioned itself as the largest online book sales site, so the debut logo reflected its line of activity, as indicated by the slogan. Gradually, the store began to grow, expanding its assortment, which included widely distributed goods.

What is Amazon?

Amazon is best known as an online store where you can buy goods in 34 categories. In addition, it is a manufacturer of consumer electronics, a provider of PaaS and IaaS services, owner of a film studio and publishing division.

1995 – 1997

Amazon Logo 1995-1997

At the beginning of its second year of existence, the company acquired a personal emblem in the form of a black triangle with a sloped top. A white road runs through the center – as a symbol of a paved path. It is positioned in a way that vaguely resembles the capital letter “A.” Below is the store’s domain address, executed in lowercase font of the same size.

1997 – 1998

Amazon Logo 1997-1998

Two years later, the logo underwent some changes. For example, the winding road is now moved to the middle, and thin lines are depicted around it. This symbolizes small paths and roads merging with it. This is a subconscious message: all roads lead to Amazon. The logo’s color palette is a combination of black and white.


This time is notable for the appearance of several versions of the company’s emblem on the trading platform, each of which was tested.

Amazon Logo 1998

The first version of the logo is an inscription “” in lowercase, in which all letters are narrow and elongated. Below is the slogan “EARTH’S BIGGEST BOOKSTORE”.

Amazon 1998 Logo

The second emblem represents squat symbols of the same word (URL of the store) but with an enlarged letter “O,” made in the form of a yellow circle.

1998 – 2000

Amazon Logo 1998-2000

The third logo took the shape of the modern emblem and underwent further transformation. It depicts the internet address of the trading portal, but the word “amazon” is highlighted in bold font, and the word “com” is made slightly brighter. A thin golden line runs under the inscription.

2000 – today

Amazon Logo 2000-present

With the onset of the millennium, the administration reworked the assortment and conducted rebranding. The domain “com” disappeared from the logo, and the letters of the remaining word received maximum emphasis – the designers made them black and wide. The golden line is now inverted and leads from the letter “a” to “z,” as indicated by an arrow. Externally, the graphic design is made as if it is a joyful, welcoming smile.

Amazon: Interesting Facts

Amazon was started in 1994 by Jeff Bezos and first sold books online from a garage. Now, it’s the biggest online store in the world.

  1. Starting Small: Amazon’s first sale was a book called “Fluid Concepts and Creative Analogies: Computer Models of the Fundamental Mechanisms of Thought” from Jeff Bezos’ garage.
  2. Selling Everything: What began as just books now includes everything from tech gadgets and clothes to food and car parts. Amazon sells a huge variety of items.
  3. Cloud Computing with AWS: In 2006, Amazon started AWS, a service that lets people and companies use Amazon’s computers for their websites and apps. This part of Amazon makes a lot of money and helps other businesses grow.
  4. E-Books and Kindle: Amazon made the Kindle in 2007, changing how people read by letting them download books instead of buying physical copies. The Kindle Store now has millions of digital books.
  5. Prime Membership: In 2005, Amazon Prime gave customers quick, free shipping for a yearly fee. Prime also includes movies, music, and special deals, making customers want to keep shopping at Amazon.
  6. Big Warehouses: Amazon has many large warehouses that use robots and AI to send packages quickly, helping Amazon deliver things quickly.
  7. Shopping Without Lines: Amazon also has physical stores called Amazon Go, where you can shop without waiting to pay. The store knows what you take and charges you automatically.
  8. Helping the Planet: Amazon wants to reduce its environmental harm and plans to not add to carbon emissions by 2040. It’s investing in clean energy and electric trucks.
  9. Making Movies and Shows: Amazon Studios, started in 2010, produces movies and TV shows like Manchester by the Sea and The Marvelous Mrs. Maisel, which shows Amazon’s impact on entertainment.
  10. Worldwide Shopping: Amazon works in many countries, letting people buy and sell things globally.

Amazon has grown a lot, always looking for new ways to do things and making shopping easier and faster for people everywhere.

Font and Colors

Amazon Emblem

After the redesign in 2000, the Amazon brand name became more conceptual. If previously the orange line simply underlined the brand name, now it resembles an arrow and leads from the letter “a” to “z.” This speaks of the versatility and scale of the internet resource. Such an emblem indicates that one can find everything on the online trading platform, literally “from A to Z.”

Amazon Symbol

The latest logo interpretation has a deep symbolic meaning; it is more than just a sign. It is a whole philosophy based on the conceptual view of Bezos. To emphasize the original position, the company used a solid font in which all letters are the same size, which speaks of equal opportunities for each buyer.

Amazon color codes

Orange PeelHex color:#ff9900
RGB:255 153 0
CMYK:0 40 100 0
Pantone:PMS 151 C
BlackHex color:#000000
RGB:0 0 0
CMYK:0 0 0 100
Pantone:PMS Process Black C


What does the Amazon logo mean?

The arrow on the Amazon logo resembles a welcoming smile and also indicates that the company provides a full range of goods and services – literally from A to Z. The rounded lowercase letters look friendly.

What is hidden in the Amazon logo? 

The arrow connecting the letters “a” and “z” in the word “Amazon,” hints at the complete coverage of goods in the online store and the wide scope of the company’s activities – as they say, from “A” to “Z.”

Is the Amazon logo a trademark?

Yes, Amazon has registered its logo as a trademark.

What is the Amazon logo?

Amazon uses a logo consisting of two parts: a word mark (company name) and a graphic symbol (orange arrow).