Amazon

About the Amazon Logo

About Amazon

Amazon.com, Inc. is an American multinational technology company and the world’s largest online retailer, founded on July 5, 1994, in Bellevue, Washington, by Jeff Bezos. It began life as an online bookstore — originally named Cadabra — before Bezos renamed it after the Amazon River to reflect his ambition of building the biggest store on Earth. Today Amazon spans e-commerce, cloud computing through Amazon Web Services, streaming, and consumer devices, earning its reputation as the “Everything Store.”

Amazon Logo Meaning and History

Amazon’s famous logo features a curved orange arrow stretching from the letter “A” to the letter “Z” beneath the wordmark. The arrow doubles as a smile, symbolizing customer satisfaction, while its A-to-Z path represents the company’s promise of offering everything imaginable. Since its debut in 2000, this clever mark — often called the Amazon smile — has remained one of the most recognizable corporate logos in the world.

Evolution of the Amazon Logo

• 1994: The first logo showed a stylized letter “A” crossed by a river-like stripe, referencing the Amazon River.
• 1997–1998: The brand moved through several experimental wordmarks, including an “Earth’s Biggest Bookstore” version and a bold uppercase design with an oversized “O.”
• 1998–2000: A lowercase wordmark appeared with an orange swish underneath — an early forerunner of the smile.
• 2000: The iconic smile-arrow logo launched, connecting A to Z in Amazon’s signature orange.
• 2012: The “.com” was dropped from the logo, simplifying the wordmark.
• 2024: The smile was refreshed — made thicker with a deeper “Smile Orange” — alongside a refined, dark bluish-gray wordmark.

Amazon Logo Colors and Font

Amazon’s brand palette is built on Amazon Orange (#FF9900) and black (#000000), with the deep neutral “Squid Ink” (#333E48) also used across brand materials. The company uses its own custom typefaces, Amazon Ember and the newer Ember Modern, across its corporate identity. An amazon logo png with a transparent background works in any layout, and the amazon logo svg vector scales cleanly from website headers to print — both are ready for free download.

Download the Amazon logo in high-quality PNG (transparent background), SVG vector, and EPS formats — free for personal and editorial use.