Amazon Prime Video is an American streaming platform for films and TV series that is available in more than two hundred countries. Also, much of the content shown on the platform has been translated into many languages. Owned and operated by Amazon, the streaming video platform was first introduced in 2006 and has since become one of the leading platforms for streaming content globally. It competes with the likes of Netflix and Hulu. The visual identity of the service has been changed quite often. This article explores the evolution of the Amazon Prime Video logo by tracing its journey from its humble beginnings to its current iconic status.
The Genesis of the Amazon Prime Video Logo (2006 – 2015)
In the early years of Amazon Prime Video, the platform was initially known as “Amazon Unbox.” The first logo for this service featured the wordmark divided into two parts. The first one featured the letters “Amazon Unbox” with the iconic Amazon-branded arched arrow in the form of a smile. The word “amazon” was displayed in a bold and black colour scheme, whereas the word “unbox” was written alongside in an orange colour. The second part, or rather the tagline, featured the right indented small-sized letters “Video Downloads” in a thin sans-serif font in grey.
This initial logo reflected the primary focus of the platform on video downloads, which was a novel concept at the time. The use of the branded arrow was a visual representation of Amazon’s commitment to delivering seamless and convenient video content directly to its customers.
(2008 – 2010)
As the platform evolved, so did its logo. In 2008, a second version of the Amazon Prime Video logo was introduced. This iteration featured the wordmark “amazon video” at the top and a smaller “on demand” wordmark displayed below. The letter “o” in the wordmark “amazon” was replaced with a solid green circle and a white play button emblazoned on it. Also, the word “video” was displayed in a narrow, lightweight sans-serif typeface.
This logo update showed the shift of the video service towards on-demand streaming, which, as a concept, was gaining traction in the industry. And by incorporating the words “on demand,” Amazon aimed to position itself as a pioneer in the emerging world of instant video streaming.
(2011 – 2015)
In 2011, Amazon further refined its branding by introducing the “Amazon Prime Instant Video” logo. This logo represented the commitment of the company to providing instant access to its vast library of video content. In the logo, the green button replacing the letter “o” was redesigned to appear voluminous and glossy, with subtle gradients.
Below the wordmark “amazon” was mentioned the word “prime” in bold and italics, followed by “instant video.” Both the wordmarks have been shown in a simple sans-serif typeface. While the “Amazon Instant Video” logo may still be used on some outdated streaming services, it has become a significant step in the evolution of the platform.
(2015 – 2017)
In 2015, Amazon unveiled a new logo for its streaming service and rebranded it as “Amazon Prime Video.” This logo underwent a flat redesign process to reflect the contemporary design trends of the time. Here, the wordmark “amazon” along with the green button appeared on the upper line. Interestingly, the green button here did not have any gradient or gloss associated with it. The lower line had the right-indented and bold word “prime video” appearing in a smaller size.
The new logo maintained the recognisable Amazon branding and focused on the status of the platform as a premium offering, which was available exclusively to the prime members of Amazon. This strategic move highlighted the promise of the company in providing its Prime subscribers with an unparalleled streaming experience.
(2017 – 2024)
Introduced in 2017, the current Amazon Prime Video logo represents the culmination of the branding journey of the streaming platform. In this iteration, the Amazon wordmark has been replaced by the wordmark “prime video” in a corporate typeface. The first word of the wordmark is shown in bright blue, while the second is shown in black. Besides, the wordmark is underlined by the arched Amazon arrow in blue, which begins with the letter “i” and culminates in the letter “d.”
(2022 – 2024) (Primary)
Designed by Pentagram, the 2022 logo version had the word “prime” being highlighted using an enlarged Amazon Ember typographic style to denote the premium status of the service. At the same time, the word “video” is displayed in a lighter style. Beneath the two words, the curved arrow creates a “smile” from “i” to “e” and conveys the vast canvas of content provided by the platform and the positive customer experience it generates. The logo in a vivid blue shade is pleasing to the eyes and conveys professionalism and trustworthiness. The logo reflects the reputation of Amazon Prime Video for customer centricity and quality.
(2023 – 2024) (Secondary)
In the 2023 logo version, the word “video” was done away with, and only “prime” was retained. Here, the arrow beneath the word enveloped the entire word from “p” to “e”.
(2024 – Present) (Primary)
This logo iteration is a refinement of the earlier version, especially with respect to colour and the typeface. The colour blue has been made more intense, and the letters of the wordmark are written in a classy sans-serif font. Also, the contours of the characters have been narrowed.
(2024 – Present) (Secondary)
The 2024 secondary logo variant is a refined version of the secondary logo introduced in the previous year. Here, the simplified logo is displayed in a vivid shade of blue, while the letters of the wordmark “prime” are made more compact and taller.
(2025 Onwards)
The Amazon Prime Video logo has been changed as part of the broader brand transformation of Amazon. It now features the wordmark in an Ember Modern typeface and the arrow symbol below in black, both set against a blue background. The change emphasises on a deeper and emphatic smile to epitomise customer centricity and delight.
The Elements of the Amazon Prime Video Logo
Font
The bold lowercase letters of the wordmark are mentioned in the Ember Modern typeface known for its clarity, consistency, and impact.
Colour
The colour palette of the Prime Video logo is composed of black and blue, where blue is the background. This colour combination creates a balanced and professional look for the logo.
The History of Amazon Prime Video
Launched in 2006, Amazon Prime Video has emerged as a popular video streaming service that runs for a subscription fee to provide access to movies, TV series, and in-house and third-party television content. The Prime Video platform can be accessed on smart TVs and smartphones with Android and iOS operating systems. Besides, it can be viewed on gaming consoles such as Sony PlayStation 3 and 4, Microsoft Xbox One, and Xbox 360 as well.
The current form and concept of the Amazon Prime Video were introduced in 2017, which made it younger than its major competitors. However, the roots of the service can be traced back to 2006, when Amazon introduced Unbox, a video download service. In 2008, the service was rebranded as Amazon Video on Demand with a better range of offerings. Three years later, in 2011, Amazon Prime Instant Video was introduced. And in 2015, the service was launched in its current state and name, namely, Amazon Prime Video.
Today, Amazon Prime Video is one of the leading online video streaming platforms in the world. It competes with the likes of Netflix, Apple TV, and HBO. As an Amazon app that broadcasts commercial TV channels, the Prime Video platform offers a diverse range of content. The service operates on a subscription basis, with a 7-day free trial period. Moreover, the pricing strategy of the platform is competitive compared to its rivals. And most importantly, the interface of the service is designed to resemble the familiar Amazon menu to provide a fulfilling experience for existing Amazon users.
Interesting Facts About Amazon Prime Video
- Amazon Prime Video is the second most-subscribed video-on-demand streaming service worldwide. It trails only Netflix, with 200 million paid memberships as of February 2025.
- The service is available in nearly every country except Mainland China, Cuba, Iran, North Korea, Sudan, Russia, Belarus, Syria, and Vietnam.
- Amazon Prime Video boasts impressive user numbers in major markets. These include 72.87 million users in India, 48.82 million in Brazil, 31.52 million in Mexico, and 23.85 million in Spain.
- Launched on September 7, 2006, as Amazon Unbox, the service has undergone several rebrandings. These include Amazon Video on Demand and Amazon Instant Video, before becoming Amazon Prime Video.
- Amazon expanded Prime Video globally in December 2016 to make it accessible in 200 additional territories.
- Amazon Prime Video is known for its Amazon Originals, including Emmy-winning series like The Marvelous Mrs. Maisel and Fleabag, as well as hits like The Boys, Reacher, and Tom Clancy’s Jack Ryan.
- Amazon made a landmark investment in the global television adaptation rights for The Lord of the Rings. It did so by spending $250 million for the rights and a similar amount on the initial series production.
- The platform also features exclusive sports content such as Thursday Night Football and has made significant deals to stream major franchises like Fast & Furious, Jurassic Park, and Bourne.
- Amazon Prime Video offers “Channels,” which allow users to subscribe to third-party streaming services (like Showtime, Starz, and HBO) directly through its platform.
- In 2024, Amazon Prime Video became the first major streaming service to offer local PBS stations and PBS Kids Channel ad-free via FAST channels.
- The service of Amazon Prime Video is available in 30 languages, which makes it highly accessible to a global audience.
- Amazon Prime Video is included with an Amazon Prime membership, which also offers perks like free shipping, music streaming, and more.
- In some countries, Amazon Prime Video can be accessed as a standalone service, while in others, it requires a full Prime subscription.
- Amazon offers discounted Prime memberships for students and recipients of select government assistance programs.
- Amazon invests heavily in original content by spending an estimated $6 billion a year through Amazon Studios.
- The platform receives a significant portion of its traffic directly (70.87%), with YouTube being the top social media referral source (71.55% of social traffic).
- Amazon has tailored its offerings for local markets, such as launching Prime Video Naija in Nigeria with original Nigerian content and subsidized rates.
- Amazon Prime Video has also expanded into Southeast Asia with localized content and interfaces.
Finally
The Amazon Prime Video logo and its various iterations have been a fascinating journey. It reflects the growth and adaption of the platform to the ever-changing landscape of the streaming industry. So, what began as “Amazon Unbox” has reached its current iconic status. The logo has undergone a few changes, and each change reflects the commitment of the company to innovation, user experience, and brand recognition. Today, the Amazon Prime Video logo is a powerful symbol that represents a leading streaming platform. It is also a testament to the relentless pursuit of excellence by Amazon in delivering entertainment to millions of customers worldwide.