Amazon Logo
The Amazon logo uses 3 primary colors. Its dominant color is Coarse Wool (#171D27, closest Pantone 532 C). Amazon operates in the E Commerce & Shopping industry.
- Color family
- blue
- Industry
- E Commerce & Shopping
- Brand popularity
- Top 1% of indexed brands
- Website
- amazon.com
Design analysis
The Amazon mark is a lowercase wordmark with an integrated symbolic arrow. The typography uses a modified version of Officina Sans Bold — rounded, approachable, and highly legible at small sizes. The defining element is the curved arrow stretching from the 'a' to the 'z', which simultaneously communicates three things: the breadth of inventory (A to Z), a smile suggesting customer satisfaction, and forward momentum. The arrow's terminal sits precisely at the midpoint of the 'z', creating visual balance. The mark works as a pure logotype without any separate icon, which simplifies application across packaging, app icons, and fulfillment centers. At favicon scale, the arrow alone remains recognizable, a practical strength for digital-first retail.
Logo colors, measured
Colors extracted from the logo image itself (background removed), with share of the mark each color covers.
Click a chip to copy its hex code.
The palette anchors on #171D27, a near-black with blue undertones that reads as authoritative and premium without the harshness of pure black. The arrow's #FF6201 orange provides the only chromatic accent — warm, energetic, and visible on cardboard shipping boxes where brand impressions are highest. The measured #666666 gray appears in secondary lockups and sub-brands (AWS, Prime Video), creating a neutral bridge between the dark primary and the vibrant accent. This restraint defies e-commerce competitors who often use multiple bright colors; Amazon's two-tone system scales globally without cultural color conflicts.
Variations & downloads
Color variants generated from the vector source — free to download for identification, editorial and research use.
Visually similar logos
Nearest neighbors in visual embedding space — marks that share shape and structure with the Amazon logo, regardless of color or industry.
Brand web palette
Colors Amazon uses across its website — the broader brand system around the logo.
About Amazon
Amazon. com, also known as Amazon, is an American multinational technology company based in Seattle, Washington. It was founded by Jeff Bezos on July 5, 1994, and initially started as an online marketplace for books. Since then, it has expanded its product offerings to include electronics, apparel, furniture, and various other consumer goods, as well as digital streaming services and cloud computing. The headquarters of Amazon. com is located in Seattle. The company has grown exponentially over the years and now operates worldwide. It has separate websites for different countries, including Amazon. co. uk for customers in the United Kingdom. Amazon. com offers a wide range of products and services to cater to customer needs. These include Amazon Prime, a subscription-based service that offers benefits such as free two-day shipping, access to streaming services like Prime Video and Prime Music, and exclusive deals. Amazon also produces consumer electronics like the Kindle e-reader, Fire tablets, Fire TV, and Echo devices, that utilize the company's voice-controlled virtual assistant, Alexa. On a global scale, Amazon. com has established itself as a prominent player in the e-commerce industry. It has expanded its operations through acquisitions, partnerships, and subsidiaries such as Whole Foods Market, IMDb, Audible, and Zappos, to name a few. With a solid infrastructure and sophisticated logistics management, Amazon has become one of the largest retailers in the world. In terms of market position, Amazon. com is a dominant force with significant global sales. The company's innovative approach to e-commerce, emphasis on customer experience, and aggressive expansion strategies have allowed it to surpass many of its competitors. Amazon often faces competition from other e-commerce giants, such as Alibaba and Walmart, but continues to maintain its leading position. Throughout its history, Amazon. com has achieved numerous milestones. One notable event was the introducti
Questions about the Amazon logo
What does the Amazon arrow mean?
The arrow points from 'a' to 'z' to signify that Amazon sells everything from A to Z. Its curved shape also forms a smile, representing customer satisfaction. The dual meaning was intentional when Turner Duckworth designed the mark in 2000.
Has the Amazon logo changed since launch?
The original 1995 logo featured a translucent 'A' with a river motif. The current wordmark with the smile arrow debuted in 2000 and has remained visually consistent, with only minor optical refinements to the typeface and arrow weight for digital rendering.
What color is the Amazon logo?
The dominant color of the Amazon logo is Coarse Wool (hex #171D27). The closest Pantone match is 532 C.
How many colors does the Amazon logo have?
The Amazon logo uses 3 primary colors: #171D27, #666666, #FF6201.
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The Amazon logo is a trademark of its owner, shown here for identification and design research. Color data is measured from the public mark by LogoLabs; analysis is editorial commentary. No affiliation or endorsement is implied.