Amazon Prime Logo
A two-part wordmark: the left side is the lowercase word "amazon" in a dark neutral colour with a curved orange arrow (smile) extending from the "a" under the word. The right side is the word "Prime" in a blue, slightly italic sans-serif wi...
Logo
About Amazon Prime
A two-part wordmark: the left side is the lowercase word "amazon" in a dark neutral colour with a curved orange arrow (smile) extending from the "a" under the word. The right side is the word "Prime" in a blue, slightly italic sans-serif with a subtle light-to-darker blue horizontal gradient.
Overall the mark combines a clean, modern sans-serif wordmark with a friendly curved arrow/swoosh beneath "amazon" and a contrasting blue treatment for "Prime" to indicate a distinct product/service line.
What's in it: arrow (smile)
Shapes: wordmark curved arrow / swoosh
Style: modern minimalist sans-serif gradient flat
Text in logo: amazon Prime
The curved orange arrow resembles a smile and implies friendliness and forward movement; the blue "Prime" wordmark distinguishes the subscription/service offering.
Colors
Extracted from the image. How we pick the colors →
Amazon Prime Logo History
Amazon Prime is Amazon's paid membership program introduced in 2005 offering expedited shipping, streaming and other benefits. The logo pairs Amazon's lowercase wordmark and orange smile/arrow with a blue "Prime" wordmark to denote the service.
Frequently asked
What does the orange arrow represent?
Visually it reads as a smile-like curved arrow under the wordmark, evoking friendliness and forward motion.
What colors are used in the logo?
A dark neutral for the 'amazon' wordmark (#111111), an orange arrow (#FF9900), and a two-tone blue gradient for 'Prime' (approx. #7FD8F0 to #1E90D6).
Is there text in the logo?
Yes — the logo is a wordmark reading 'amazon Prime' with 'amazon' lowercased and 'Prime' capitalized.
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