Amazon Originals

From Audiovisual Identity Database

Descriptions by

Captures by

Editions by
Hb1290, Logohub, TheRealMarcel2000 and others

Video captures courtesy of
Broken Saw and Eric S. (LogicSmash)


Amazon Prime (Prime Video in some countries) in Amazon's streaming video service which was started in 2006 as Amazon Unbox. Shows and films released exclusively on Prime are titled Amazon Originals.


Amazon Originals (2013) B.png Amazon Original (2019).png Amazon Original (2020) B.png Amazon Original (2022).png
1st Logo (2013-2018) 2nd Logo (2017- ) 3rd Logo (July 2020-2021) 4th Logo (September 12, 2021- )

1st Logo (2013-2018)

Logo: The Amazon smile logo swings in from an anti-clockwise direction along with a green vertical line to the left of the logo. The logo then rapidly spins the rest of the way around to reveal the Amazon logo (with the "O" replaced by a green play button) with "originals" below in a stacked format and the green line now to the right of the logo.


  • On kids shows, the play button and the vertical line are yellow, and "kids" slides out from behind the bar once the logo finishes animating.
  • For comedy shows, the play button and the vertical line are orange, and "comedy" slides out from behind the bar once the logo finishes animating.

Technique: CGI animation. Done by Eyeball Studios, who also did the Amazon Studios logo.

Music/Sounds: A held-out synth string note, then a 3-note tune.

Music/Sounds Variants:

  • The jingle was slightly rearranged around 2015.
  • Early season 2 episodes of The Grand Tour have the jingle in high tone.

Availability: Common. Seen on older Amazon Prime shows, such as the 1st season of The Expanse. On Season 1 of The Grand Tour this is plastered with the next logo, though it is retained on some early season 2 episodes.

2nd Logo (2017- )

Logo: On a blue-black gradient background, the silver, 3D words "PRIME ORIGINAL" in the Amazon Ember font fade in. The letters in "PRIME ORIGINAL" are spaced out at first but join together. The Amazon smile symbol draws itself in below in light blue as the letters turn white. Finally, the smile zooms into the camera as the logo fades to black.


  • Starting in late 2019, the logo reads "AMAZON ORIGINAL".
  • Another version exists where the logo reads "AMAZON EXCLUSIVE"
  • On The Tomorrow War, the logo is slowed down.

Technique: Same as the previous logo.

Music/Sounds: Same as the previous logo.

Availability: Current.

  • Seen on Amazon Prime shows starting in 2017 such as seasons 2-4 of The Expanse, Dino Dana, Britannia, The Marvelous Mrs. Maisel, The Boys, Homecoming, Tom Clancy's Jack Ryan, Hanna, Modern Love and is now even plastering the previous logo on some shows.
  • Also seen on some Amazon Prime original movies.
  • It also plasters the Paramount+ and the CBS All Access logos at the beginning of international prints of Star Trek: Picard and Star Trek: Lower Decks which is shown in other countries.
  • The "EXCLUSIVE" variant replaced the Hulu Originals at the beginning of Nine Perfect Strangers where this show is also shown in other countries.
  • As of this writing, it is used in tandem with the 4th logo.

3rd Logo (July 2020-2021)

Logo: Through streaks of light, à la the 2011 StudioCanal logo, we see a metallic Amazon smile. The words "AMAZON ORIGINAL" in the same style as before zoom out from beyond the camera as the streaks fade away. The smile and the words glow in time with the 4-note jingle.


  • Scope and widescreen 18:9 versions of this logo exist.
  • On Coming 2 America, the colors are slightly different.

Technique: CGI animation done by Panoply.

Music/Sounds: A dramatic re-orchestration of the 4-note jingle from previous two logos. Done by Human.

Availability: No longer current. Seen on Amazon Prime shows from July 2020 to 2021, such as The Expanse starting with the 5th season, season 6 of Vikings, Truth Seekers, Upload, Alex Rider, Utopia, Hunters, Zero Zero Zero, All or Nothing: Tottenham Hotspur, Breathe: Into the Shadows, Bandish Bandits and Paatal Lok. Used in tandem with the previous logo until 2021.

4th Logo (September 12, 2021- )

Logo: On a navy-blue background, a light blue Amazon smile draws itself in and shines. The smile then zooms out to make room for the words "AMAZON ORIGINAL". The logo zooms out for a few seconds, Finally, it ends the way the 2nd logo did: the smile zooms into the camera as the logo fades to black.

Technique: Same as the first two logos.

Music/Sounds: Same as the first two logos, but the last note is extended.

Availability: Brand new. First debuted on The Mad Woman's Ball and was later seen on Hotel Transylvania: Transformania. It is expected to be seen on future Amazon Original movies.