The Amazon logo is a simple yet effective symbol of the company's mission to provide everything for everyone. It consists of a wordmark that spells out the company name in lowercase letters. The font used in the logo is a custom-designed sans-serif font that is clean and modern. The letters are evenly spaced and have a slight curve to them, creating a sense of friendliness and approachability.

The arrow that is present in the logo is the most distinctive feature of the Amazon logo. The arrow starts from the letter "a" and points to the letter "z," symbolizing that Amazon has everything from A to Z. The arrow also represents a smile, indicating that Amazon values its customers and wants to make them happy.

The color of the Amazon logo is a shade of orange that is warm and inviting. The orange color also represents excitement and energy, reflecting the company's innovative spirit and passion for excellence. Overall, the Amazon logo is a simple yet powerful design that reflects the company's mission and values. It is a symbol of trust, reliability, and customer-centricity, and it has become one of the most recognizable logos in the world.

In their own words: "We updated our logo to match the vitality of the brand and to reflect our most important core value -- customer satisfaction. We believe the new logo exudes happiness, is fresh and unique, and has the potential, over time, to join the world's great consumer marks."