This hue is inspired by the familiar orange that defines Amazon’s branding—a warm, optimistic shade chosen to feel friendly, energetic, and easy to spot in a sea of digital storefronts. Paired with the signature black wordmark and its curved “smile” arrow, the color reflects the company’s promise of speed, convenience, and a touch of delight with every delivery. What began as the accent on an online bookstore has grown into a symbol of global commerce, its bright orange now instantly recognizable on boxes, trucks, and screens around the world.