
The Amazon Prime logo, for Amazon’s subscription service, consists of the written word prime and a curved arrow beneath it. The inscription is made in a vivid blue color and set in a bold sans-serif typeface, using lowercase letters with rounded forms. Beneath the word is the curved Amazon smile arrow, pointing to the right, with a short arrow ending on the right side. Visually, the mark keeps a connection with Amazon’s overall identity, but it is used for the separate Prime brand. Depending on the background and medium, the logo can also be used in white or black.
Amazon Prime is Amazon’s paid subscription service, launched in the United States in 2005 and available in many countries. Initially, the service was mainly associated with fast order delivery, but later it turned into a comprehensive subscription with benefits for shopping, entertainment, and digital services. In different countries, Prime may include fast delivery, special offers, Prime Video, Amazon Music, Prime Reading, Prime Gaming, photo storage, and other features. Amazon Prime remains one of Amazon’s key services and combines shopping, media, and digital features in a single subscription.










