![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%2Fpublic%2Fimages%2Fa02caf59-45df-4863-a9a4-b6af13154a8b_800x1425.jpeg)
Source: Marketplace.org
Published: July 2019
Amazon’s Logo Through the Years
Circulated: November 20, 2019
As our customers’ expectations of Amazon change, so does the logo.
1995 to 1997: Amazon River
![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%2Fpublic%2Fimages%2Fd91e74ac-5f92-400d-a701-bda620989b98_500x315.jpeg)
1997 to 1998: Earth’s biggest bookstore
1998: the circle with capital letters
![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%2Fpublic%2Fimages%2Ff325f1b7-7835-43a0-b21a-51dc853a02c7_500x323.jpeg)
1998 to 2000: orange curve
![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%2Fpublic%2Fimages%2F5277d0d3-fb2a-4a13-8624-4b622694431f_500x218.jpeg)
2000 to 2012: a-to-z smile
![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%2Fpublic%2Fimages%2Faaeaa01b-e806-4803-8236-03a16e320637_757x200.jpeg)
2012 to present day: drop the “.com”
![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%2Fpublic%2Fimages%2F2b0865ca-507a-462d-b5c7-529e248ddd12_500x183.jpeg)