Company milestone · 1994-07-05
Jeff Bezos founded the company as Cadabra in Bellevue, Washington, to run an online bookstore; he renamed it Amazon in November 1994. [1]
Amazon Logo
বাংলায় পড়ুনLogo files, variants & history · AI, PNG · updated 29 days ago
File checks recorded: The file registry records a passed file-format check for each file.Editorial / reference only: Recorded use status for this logo record.
Brand profile
About Amazon
E-commerce, cloud computing and digital services company
Amazon.com, Inc. is an American technology company. Jeff Bezos founded it on 5 July 1994 in Bellevue, Washington, as an online bookstore, first under the name Cadabra.
The company works in e-commerce, cloud computing, online advertising, digital streaming, entertainment and artificial intelligence. Its subsidiaries include Amazon Web Services, Whole Foods Market, Twitch and IMDb.
Sources: [1]
Company: Amazon.com, Inc.
Available in this archive
Amazon logo files at a glance
Amazon has 24 downloadable files in AI, PNG in this archive. 12 logo records are catalogued; that is not the number of verified redesigns.
PNG renditions reach 3,000 pixels on the longest side.
Choose a format and size ↓File library
Files & downloads
Browse recorded formats and variants for Amazon. Source formats appear first, followed by raster sizes.
Available from SimilarLogo
AI · Primary
2015 · Current
AI · Primary
1995–1997 · Retired
AI · Primary
1997 · Retired
AI · Primary
1997 · Retired
AI · Primary
1998 · Retired
AI · Primary
1998 · Retired
AI · Primary
1999 · Retired
AI · Primary
1999–2000 · Retired
AI · Primary
2000–2005 · Retired
AI · Primary
2006–2007 · Retired
AI · Primary
2008–2011 · Retired
AI · Primary
2012–2014 · Retired
PNG · Primary
2015 · Current
PNG · Primary
1995–1997 · Retired
PNG · Primary
1997 · Retired
PNG · Primary
1997 · Retired
PNG · Primary
1998 · Retired
PNG · Primary
1998 · Retired
PNG · Primary
1999 · Retired
PNG · Primary
1999–2000 · Retired
PNG · Primary
2000–2005 · Retired
PNG · Primary
2006–2007 · Retired
PNG · Primary
2008–2011 · Retired
PNG · Primary
2012–2014 · Retired
A file link or download does not grant a trademark licence or permission to reuse a logo.
Brand heritage
Logo history & brand milestones
Company founding, the smile logo introduced between October 1999 and February 2000, and its 2025 update, as recorded in the cited sources. Logos used before the smile are not described here. Company and product dates are labelled separately from design changes.
Logo milestone · 1999–2000
Between October 1999 and February 2000, Amazon’s logotype gained a curved arrow running from the a to the z, shaped like a smile. Turner Duckworth, which says it took the brief from Jeff Bezos in 1998, describes turning the curved line of the previous logo upside down to form the smile. [2] [3]
Logo milestone · 2025-05
The design agency Koto and Amazon’s in-house design team, Amazon XCM, updated the logo: the smile’s shaft and arrowhead were enlarged and set in a custom orange called Smile Orange, and a custom font, Amazon Logo Sans, was created for the logos of Amazon’s sub-brands. The project also simplified the identity of more than 50 sub-brands. [4]
Research sources
- Amazon (company) ↗ · Wikipedia · accessed 2026-09-24
- Amazon — Turner Duckworth ↗ · Turner Duckworth · accessed 2026-09-24
- History of Amazon ↗ · Wikipedia · accessed 2026-09-25
- Amazon creates “more empathetic smile” for first logo update in 20 years ↗ · Dezeen, 2025-05-09 · accessed 2026-09-25
Compiled 2026-09-25 by AI-assisted source review. Each statement links its sources; an editor has not yet independently confirmed them.
Earlier records come from the existing archive; their labels and dates are kept as recorded and are not cited.
2015–presentListed current
Amazon logo 2015
The version currently listed in the archive. See the source and review date on the brand record.
12/12
All 12 logo records for Amazon
Colour sample
Sampled artwork colours
Black (primary sample)Primary
- HEX
- #221122
- RGB
- 34, 17, 34
Text contrast on white17.93:1 · AAA
Text contrast on near-black1.05:1 · Fail
Orange (accent sample)Accent
- HEX
- #FF9900
- RGB
- 255, 153, 0
Text contrast on white2.14:1 · Fail
Text contrast on near-black8.82:1 · AAA
Approximate values sampled from the archived artwork file. Sampling can round colours, so these are not the owner’s published colour specification.
Design context
Logo design & typography notes
Turner Duckworth describes its Amazon logo as turning a straight line into a smile-shaped arrow running from the a to the z, to show that Amazon sells everything from A to Z.
Koto said the 2025 update places the emphasis on a deeper smile rather than on the arrow.
From the researched record (AI-assisted source review); see research sources.
Researched typography noteFor the 2025 update, Koto created Amazon Logo Sans, a custom font for Amazon’s logos, and revised the company typeface Ember, first developed for Kindle, as Ember Modern.
Logo type: combination
Logo lettering can differ from a brand’s corporate typefaces.
Reference
Frequently asked
Who designed the Amazon logo?
Smile-arrow logo is credited to Turner Duckworth (agency). 2025 smile and logo update (2025) is credited to Koto (agency). The designer of the specific file version shown on this page is not recorded. [2] [4]
Can I use the Amazon logo?
Download for identification, news and comparison. Commercial use needs the owner's permission. This page never grants a licence. Always check the owner's brand guidelines.
When did Amazon change its logo?
1999–2000: Between October 1999 and February 2000, Amazon’s logotype gained a curved arrow running from the a to the z, shaped like a smile. Turner Duckworth, which says it took the brief from Jeff Bezos in 1998, describes turning the curved line of the previous logo upside down to form the smile. 2025-05: The design agency Koto and Amazon’s in-house design team, Amazon XCM, updated the logo: the smile’s shaft and arrowhead were enlarged and set in a custom orange called Smile Orange, and a custom font, Amazon Logo Sans, was created for the logos of Amazon’s sub-brands. The project also simplified the identity of more than 50 sub-brands. [2] [3] [4]
What file formats are available for the Amazon logo in this archive?
Available file formats: AI, PNG. Dimensions, source and usage conditions are listed for each file below.
Visual neighbours
Marks with visual support
Ranked from image embeddings, perceptual hashes and geometric evidence. Ranks are not percentages or trademark clearance.
Same industry
More Retail & E-commerce logos
Listed because the archive records the same industry, United States first.
Provenance
Source & evidence
SimilarLogo archive files, not yet independently reviewed.
Editorial / reference only. Download for identification, news and comparison. Commercial use needs the owner's permission. This page never grants a licence.
Technical provenance
Source typeSimilarLogo archive files
Source reviewNot independently reviewedInspect the recorded website
- Source
- Not recorded
- Source date
- 2026-08-02
- Recorded by
- SimilarLogo archive import
- SHA-256
- 3e75598eba239890e1e8f6ff3e9d1429fa01f9591644dd1b8042f6d275b7ee43
SHA-256 of the recorded file. Checksums identify exact bytes, not who created the artwork.
Cite or link to this record
SimilarLogo. “Amazon logo record.” Updated 2026-09-25. https://similarlogo.com/brand/amazon/
Record Change log (1)
2026-08-27Imported 24 original files (12 items) from the owner's WordPress archive snapshot 2026-08-02. Rights: editorial/reference only.
These files come from SimilarLogo's archive of Amazon artwork (archive snapshot 2026-08-02). Formats and file details are shown in the library.
All logos and trademarks on SimilarLogo are the property of their respective owners and are provided for informational, editorial and identification purposes only. Availability here does not imply any licence, affiliation or endorsement. Rights holder? Claim this brand · Request removal · Report an error. Staff review each request; there is no automatic takedown.