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Amazon grew so fast that its brand grew in pieces. Dezeen reported that the 2025 project began as an effort to organise fractured assets that had developed independently across dozens of businesses, from Alexa to Amazon One Medical. The result, revealed in May 2025, is the company's first logo update in 20 years.

The change to the main logo is subtle. The smile, the curved arrow running from A to Z, keeps its shape but gets a broader shaft and point, and is rendered in a saturated custom tangerine called Smile Orange. Koto describes it as warmer, and Dezeen's headline called it a more empathetic smile. A new custom typeface, Amazon Logo Sans, standardises the wordmarks of more than 50 sub-brands, while the Kindle-born brand face Ember is updated as Ember Modern, extended with NAN to 364 languages. Colour, iconography and architecture were unified, with particular attention to Prime, Grocery, Alexa and One Medical.

Credits here go to Koto with Amazon's in-house design team, Amazon XCM.

Fast Company framed it as Amazon overhauling a whopping 50 logos, and most design commentary filed it under the year's quiet rebrands. Creative Bloq quoted Frontify's director of brand praising the result as having more impact and far more cohesion. On Reddit's logo design forum, the most common complaint was simply that nobody could see the difference, and some preferred the old a and arrow.

Campaign put the scale in numbers: an 18-month refresh, the most extensive since 2000, covering the core brand and more than 50 sub-brands across 15 markets, from retail and logistics to streaming, groceries, healthcare and AI. Two decades of expansion had left a fragmented experience, and the brief was not to reposition Amazon but to build a flexible system for it. Sub-brands got distinct but related colours: vibrant greens for Amazon Fresh, a scrubs-inspired turquoise for One Medical, and a Prime blue tuned for screens. Campaign noted the project was won shortly after the studio opened its New York office, which led the work.

Few people will notice the smile change, which is exactly why it is well judged. The real value is invisible to shoppers: a sprawling set of sub-brands that now look like one company. It is not the kind of rebrand that gets headlines, but it is the kind that saves a business from slowly looking like a hundred different ones.