Amazon is the e-commerce company whose logo uses a curved arrow running from A to Z, forming a smile.
The design communicates two ideas at once: Amazon’s broad product selection, from “A to Z,” and customer satisfaction, represented by the smile. The arrow also functions visually as a friendly underline beneath the wordmark.
Amazon began as an online bookstore when Jeff Bezos launched the company in 1994. The business expanded far beyond books, making the A-to-Z message increasingly appropriate. A common mix-up is to describe the mark as merely a smile; its endpoints are deliberate references to the letters A and Z.
The logo has changed over time, but the recognizable arrow-and-wordmark concept became central to Amazon’s identity around the turn of the millennium. The arrow is not part of Alibaba, Walmart, or eBay’s standard logo.