People are only just realising 'easily missed' message in iconic Amazon logo

Amazon was founded in 1994 and is one of the biggest companies in the world with an instantly recognisable logo. But some people are only just spotting the "subliminal" message "hidden" in it

We’re inundated with branding from companies keen to make their mark and draw in potential customers.

Some of the most famous companies’ logos are so iconic, they’re known across the globe - even by people who’ve never shopped with them. Amazon is no different, with its seemingly simple logo instantly recognisable.

Richard Lau, president of LOGO.com, an industry leader in logo design and marketing strategy, said: “Businesses cannot overlook the value a great logo holds; they are the connection between a company and potential customers, and what customers will remember most.”

Amazon, arguably the largest online retailer in the world, has a subtle hidden message in its logo. Most people notice the smile-shaped arrow at the bottom of the logo, which represents happiness, and the availability of its vast selection of products. The smile suggests the company will please customers, and may offer exactly what they’re looking for.

What a lot of people don’t notice, though, is the smiling arrow also points from Amazon’s 'A' to 'Z', indicating the company offers everything from A-Z. Richard added: “This small design feature subliminally reinforces the idea that Amazon is a one-stop-shop for all consumer needs.”

It’s a subtle yet effective logo but some people have clocked its meaning. On social media platform X, formerly Twitter, one savvy shopper said: “I just realised the arrow in Amazon’s logo is because they deliver from point A to Z, how did i not notice this before."

Another posted: “I was yesterday years old when I first noticed that the arrow in the Amazon logo was pointing from A to Z. It’s amazing how many years you can look at some of these logos before it clicks.” This prompted another social media user to reply: “Thanks for teaching me this!”

One social media user observed: “Amazon's logo contains an orange arrow that goes from A to Z, hinting the company sells every product imaginable. The arrow also doubles as a smile, showing that their goal is their customers’ satisfaction.”

While another joked: “I'M SO DUMB I JUST REALISED THE AMAZON LOGO ARROW THING IS LIKE A TO Z LIKE 'WE HAVE EVERYTHING' OH MY GOD I'M A DUMB A**”, to which, another user replied: “I didn't know this till now..."

And another said: "I didn’t notice that until a couple months ago, it’s okay lmao." Someone else added: “Omfg I never noticed this either."

Amazon was founded on July 5, 1994, by Jeff Bezos, originally as a marketplace for books before expanding to include an expansive selection of varied product categories.

According to multiple reports, the company was originally to be called Cadabra, as a nod to the magic phrase “abracadabra”. When Bezos’ lawyer believed it sounded too similar to cadaver, he renamed the company, settling on Amazon.

It’s regarded as one of the ‘Big Five’ American technology companies, alongside Alphabet, the parent company of Google; Apple; Meta, which is the parent company of Facebook; and Microsoft.