Amazon shoppers have shared their shock after only just discovering the hidden message in the brand’s iconic logo – with many wondering how it took them so long to notice it
Amazon is one of the biggest companies on the planet – yet many people have only just cottoned on to the hidden messages tucked away in its logo. The retail giant boasts around 310 million customers worldwide and handles a staggering 66,000 orders every hour across the globe.
The company has gone through some remarkable transformations since it first launched publicly in 1997 – including redesigning its logo six times. In 2000, Amazon updated its logo to feature the now-iconic curved arrow beneath the letters ‘A’ and ‘Z’, widely believed to represent the smile of its satisfied customers. But that’s not the only hidden meaning behind the design, with Reddit users left gobsmacked after twigging why those two particular letters were chosen.
One user said: “Today I learned the arrow in Amazon’s logo means they have everything from A to Z.”, Backing this up, another user responded: “I can confirm this, as an Amazon employee at the time of the change to this logo.”
A further user added: “I always thought it was a smile – like a little smirk.” A third user said: “Pretty clever, much like the arrow in the FedEx logo.”
One more user added: “Perhaps the logo’s creator should have made it more obvious.”
The history of Amazon
Amazon’s story is one of the most remarkable tech evolutions of the internet age. It grew from a modest online bookstore operating out of a rented garage into a trillion-dollar global powerhouse that shapes retail, cloud computing, and digital entertainment.
In 1994, Jeff Bezos left a successful career on Wall Street after reading a statistic about the internet’s explosive growth. Operating on what he called his “regret minimisation framework” — essentially wanting to ensure he didn’t miss out on the early web boom — he moved to Seattle and started a company in his garage.
He initially planned to name it Cadabra (from abracadabra), but changed it to Amazon after a lawyer misheard it as “cadaver.” The new name evoked the world’s largest river, and since early website directories were organised alphabetically, an “A” name secured a top spot.
Books were chosen as the first product because they were easy to source, pack, and ship without damage. However, Bezos’s long-term vision was always to build an “Everything Store.”
Amazon went public in 1997, but for its first decade, the company famously operated at a loss. Rather than taking profits, Bezos reinvested the revenue into building out massive fulfilment centres and acquiring new customers. This aggressive “Get Big Fast” strategy concerned early investors, but it laid the foundation for an unbeatable competitive advantage.
The big breakthrough happened in the 2000s. Amazon Prime and Web Services helped to catapult the business to success.
In 2021, exactly 27 years after founding the company, Jeff Bezos stepped down as CEO to focus on his aerospace company, Blue Origin, and other ventures. He handed the leadership to Andy Jassy, the executive who built AWS.
