Amazon Slogan: Work Hard, Have Fun, Make History (2023)

Amazon slogans are as popular as the brand itself. They perfectly symbolize what the brand stands for. If you are an American, the chances are, it is the first store that pops up into your mind when you think of shopping online.

Amazon tops the list amongst all the US-based e-commerce platforms for both buyers and sellers. The high-traffic website is the most popular choice for sellers to list their products, and for buyers, it provides the ultimate shopping experience.

Amazon, one of the five Big Tech companies in the US, has completely disrupted the market in terms of online shopping. While it is true that Amazon is not the first platform to begin online shopping, it has had a serious impact on customer’s shopping behavior. Since its inception in 1994, the tech giant has integrated such ground-breaking technological tools into its platform that provide global customers easy access to the best products and services.

The internet has shifted the balance of power from the hands of a few to the masses. While the power shift has its positive sides, we cannot deny how the internet is misused. Misinformation and information overload are two major side-effects of the power shift. Amazon customers also have their stories of inferior-quality products. The rampant misuse of the internet begs one serious question: CAN ONLINE PLATFORMS BE TRUSTED? Well, for that, you need to look at a company’s mission, vision, values and the very important – SLOGAN.

What is a Slogan?

Wikipedia says:“A slogan is a memorable motto or phrase used in a clan, political, commercial, religious and other contexts as a repetitive expression of an idea or purpose, with the goal of persuading members of the public or a more defined target group. The Oxford Dictionary of English defines a slogan as ‘a short and striking or memorable phrase used in advertising.’ A slogan usually has the attributes of being memorable, very concise and appealing to the audience.”

According to several studies, brands are made up of three crucial components: company name, logo, and slogan. The slogan has a huge role to play in a company’s success because customers base their opinions on the visual references a brand provides. The slogan, along with the logo, creates a powerful connection between the brand and the consumers.

The logo and the slogan is the extension of a company’s mission. Advertisers use the two to market the intention behind a product or service. Slogans that stick are generally the effective ones: these are the type of slogans that remain in a customer’s mind long after products have left the shelves.


Slogans, referred to as taglines in the US, were originally used by the Gaelic Armies. They are generally used by advertisers to promote a product or service. Slogans are also written as songs for a greater impact.

Here is a video on ‘Top 10 Songs from Commercials.’

Like a logo, a slogan is created to make a brand or a product memorable. Slogans are a combination of a few words that quickly grabs the attention of the consumers.

Amazon’s Slogan

‘Earth’s Biggest Bookstore’

Jeff Bezos founded Amazon in 1994 as a bookstore. The online bookstore picked up momentum as soon as it was launched. The slogan, “Earth’s Biggest Bookstore,” was in line with the company mission as it delivered the rarest of books imaginable in every corner of the globe.

See A to Z, or a smile?

The arrow beneath the wordmark from A to Z forms a smile. The logo speaks of the journey made by the Big Tech Company. The smile from A to Z indicates the range of products and services available on the online platform. It also symbolizes the happiness a customer feels when he finds what he needs. The tagline, “Earth’s most customer-centric company,” perfectly describes the company.

Work Hard, Have Fun, Make History

The internal slogan of Amazon is separated by three different ideologies. Let us quickly explore each one:

Work Hard: Jeff Bezos, over the years, has gained a reputation of being a tough taskmaster. He believes that working hard is the real key to success. In a Q&A session, he mentioned the following:

(Video) Work hard , have Fun and make History - Jeff Bezos | AMAZON FOUNDER |

“You might be really good at math; it might be really easy for you. That’s a kind of gift. But practicing that math, and taking it to the next step, that could be very challenging and hard, and take a lot of sweat. When you have a gift and then you work hard, you’re really going to leverage that gift. When you do that well, it will lead to your success. You can’t really be proud of your gifts, because they were given to you. You can be grateful for them, and thankful for them. But, your choices—you choose to work hard, you choose to do hard things —those are the choices you can be proud of.”

In 1997, he wrote his first letter to his shareholders where he mentioned that working for Amazon was not as easy as one might think.

Have Fun: How does one have fun at Amazon? One way employees have fun at Amazon is by being creative and imaginative. Bezos provides an atmosphere where failures are accepted as long as they lead somewhere. In a letter, he mentions:

“There is no map, and charting a path ahead will not be easy.”

This is the same mindset that the founders of other Big Tech companies possessed, such as Steve Jobs and Mark Zuckerberg.

Make History: With a net worth of $177 billion, the founder of Amazon proudly sits at the number one spot on the list of the richest men on the planet. Bezos’ mantra of hard work has definitely worked wonders for him and Amazon.

Despite the success, Amazon has not stopped innovating and discovering new ways to build a better future for the world. Discipline and hard work have made Amazon the most valuable retailer in the US.

To sum up, Amazon’s slogan is about working hard to create new ways to help customers while having fun doing it. The slogan stands for creativity and learning from past mistakes to make a new history.

What we can learn from Amazon’s slogans

Slogans are not random words put together to mean something. A good slogan is made of several important components—Amazon slogans are the perfect example. As an advertising agency or a marketer, it is important that you and your team understand what your message needs to be. If you lose sight of the mission, you are bound to end up with a slogan that lacks the intensity and the purpose.

The Amazon slogans have all the right elements in place, setting the brand apart from the crowd. As a marketer, advertiser, or content creator, you can learn a lot from Amazon slogans. Let us explore what we can learn from them:

But first, let me point out a personal observation: the elements that make a good logo, also make good slogans.

Amazon Slogans are Simple

Whether you are a designer or a copywriter, or a musician, simplicity always pays rich dividends. A slogan needs to create an impact without giving away too much. Once you align yourself with the mission behind a brand or a product, you will be in a much better position to create a simple yet powerful slogan. The idea behind a good slogan is to give a taste of the product or the brand, which is why a slogan need not be descriptive.

All the Amazon logos are incredibly simple and touch upon the company’s mission, vision and values.

Amazon Slogans are Timeless

What makes something timeless? How does a piece of art separate itself from the crowd? Well, the simple answer is that they transcend the boundaries of time! Slogans that don’t follow the latest fads are usually the ones that remain relevant no matter when they are used. In the ever-changing world, it is wise not to follow the current trends when it comes to creating a good slogan.

“Earth’s Biggest Bookstore” or “Work Hard, Have Fun, Make History” are examples of logos that are timeless. Think about both the slogans; none of them follow any trend and will be relevant whenever they are used.

Amazon Slogans are Memorable

Various researches show that the brain tends to simplify the most complex information for it to be retainable. Be it a complex piece of design or written words, the brain retains a simplified version of it. What does this indicate? This indicates that uncomplicated works of art are pre-designed to be held on by the brain. A memorable slogan not only sets your company apart from the crowd but also immediately connects the brand with customers.

(Video) Work Hard Have Fun Make History - Jeff Bezos | One of the Greatest Speeches Ever | Motivation Earth

Amazon logos are uncomplicated and are easily retained by the brain. They grab the attention instantly and establish a connection between the brand and consumers just as soon.

Apart from the above, the Amazon logos are:

  • Relevant
  • Honest
  • Powerful
  • Catchy
  • Aligned with the brands mission and values

25 Famous Slogans

1. Red Bull – “Red Bull Gives You Wings”

2. Nike – “Just Do It”

3. McDonald’s – “I’m Lovin’ It”

4. Apple – “Think Different”

5. Disney – “The Happiest Place on Earth”

6. Maybelline – “Maybe She’s Born With It, Maybe It’s Maybelline”

7. KFC – “Finger-Lickin’ Good”

8. Adidas – “Impossible is Nothing”

9. De Beers – “A Diamond is Forever”

10. Subway – “Eat Fresh”

11. L’Oréal – “Because You’re Worth It”

12. General Electric – “Imagination at Work”

13. Gillette – “The Best a Man Can Get”

14. Visa – “It’s Everywhere You Want to Be”

(Video) “Work Hard, have fun, make history”. ― Jeff Bezos

15. Motorola – “Hello Moto”

16. MasterCard – “There are Some Things Money Can’t Buy, for Everything Else, There’s MasterCard”

17. HSBC – “The World’s Local Bank”

18. Panasonic – “Ideas for Life”

19. Google – “Don’t be Evil”

20. BMW – “Designed for Driving Pleasure”

21. The New York Times – “All the News That’s Fit to Print”

22. Dunkin’ Donuts – “America Runs on DunKin”

23. Audi – “Advancement Through Technology”

24. Tesco – “Every Little Helps”

25. Burger King – “Have it Your Way”

Bonus: The Importance of Catchy Slogans in Marketing

Catchy slogans highlight your brand and instantly connect with the customers. Let us look at why catchy slogans are important in marketing.

Brand Positioning

Slogans form one of the three key components of marketing. In the words of Kotler, brand positioning is “The act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.” The slogan, together with a logo and the company name, helps you position your brand in the market.

Fosters Healthy Brand-Customer Relation

A major challenge for you as a marketer is to create campaigns that will quickly connect with the customers. One way to foster healthy brand-customer relations is by using the power of words. A catchy slogan, which is in line with the brand or product’s mission, will surely go a long way in building healthy customer relations.

Stand Out

A distinctive brand/product slogan makes your company stand out from the crowd. Slogans are crucial when it comes to building your brand. An article published on Forbes mentions:

“It is believed that a phrase with a meaning strikes more chord with the customer than just the brand name alone because a good slogan not only gives the customer a commitment but tells them what the brand stands for.”

(Video) Amazons internal slogan wor.k hard have fun make history originate his secret obsession ama

Demand for Your Products Skyrockets

Having a catchy slogan can increase the demand of your products. If your logo is the lyrics to a song, then your slogan is the music. It is what brings your brand or the product to life. People base their perception of the brand or the product depending on the slogan.


Rome was not built in one day; after years of trial and error, one may think of building something meaningful. The current Amazon slogan portrays the years of hard work and dedication put into building the brand. Amazon slogans are a great example of honesty, simplicity, memorability and timelessness.

Amazon Slogan: Work Hard, Have Fun, Make History (1)

PJ Hoogendijk

PJ has a background in management consulting and software development. At DesignBro, he combines both. Personal favorite brand of PJ is Jeep.

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(Video) What is Amazon's tagline?


Who invented Amazon logo? ›

Since the beginning, Jeff Bezos, founder of Amazon, has called on Turner Duckworth to create his logo. Initially, the logo was the letter ''A'' with a shape of a river inside.

Which company slogan is work hard have fun make history? ›

"Work Hard, Have Fun, Make History!" is one of Amazon's slogans. Founded in 1995, Amazon has become one of the largest enterprises in the world.

Does Amazon Prime have a slogan? ›

As part of the campaign, Prime Video's marketing and creative teams are debuting their first-ever brand tagline: “See Where It Takes You.”

What is Amazon's current slogan? ›

The internal slogan of Amazon is separated by three different ideologies. Let us quickly explore each one: Work Hard: Jeff Bezos, over the years, has gained a reputation of being a tough taskmaster.

Why is Amazon's logo a smile? ›

Turner Duckworth proposed using the smile alone as a visual for the shipping boxes, turning the boxes into "smile boxes." This decision allowed the boxes to be used as a marketing vehicle and to give a good impression of the company during the millions of monthly mailings, thus allowing them to "deliver smiles to your ...

What is the Amazon symbol mean? ›

When one initially looks at Amazon logo the arrow at the bottom seems like a smiley face, but it is more than that. The arrow is pointed from a to the z; representing the fact that Amazon offers sheer variety of products for sale. And the smiley depicts customer's satisfaction.

What is Jeff Bezos famous quote? ›

If you're going to invent, it means you're going to experiment, and if you're going to experiment, you're going to fail, and if you're going to fail, you have to think long term. A company shouldn't get addicted to being shiny, because shiny doesn't last.

What is Amazon's core values? ›

Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth's most customer-centric company, Earth's best employer, and Earth's safest place to work.

What is Amazon known for? ›

Originally started as an online bookselling company, Amazon has morphed into an internet-based business enterprise that is largely focused on providing e-commerce, cloud computing, digital streaming and artificial intelligence (AI) services.

What is Alexa's slogan? ›

Talk To Me, Alexa.

What is the tagline of Netflix? ›

At Netflix, we want to entertain the world.

What is the slogan of Google? ›

"Don't be evil" is a phrase used in Google's corporate code of conduct, which it also formerly preceded as a motto. Following Google's corporate restructuring under the conglomerate Alphabet Inc.

What is Amazon's mission and vision? ›

Amazon's mission statement is to “serve consumers through online and physical stores and focus on selection, price, and convenience.” Amazon's vision statement is “to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its ...

What is Amazon culture? ›

Amazon has a very intense corporate culture with an extensive emotional and even physical pressure to some employees. Nevertheless, Amazon along with Alphabet has been recognized by LinkedIn as the best place to work in US in 2021.

When did the slogan Just do it come out? ›

Wieden was widely known for his innovative and hugely successful marketing campaigns for companies like Old Spice, Procter and Gamble, and Coca Cola. But his biggest claim to fame came in 1988, when he created a slogan for his newly formed advertising firm's first client: Nike.

What is Amazon first name? ›

On July 5, 1994, Bezos initially incorporated the company in Washington state with the name Cadabra, Inc. After a few months, he changed the name to, Inc, because a lawyer misheard its original name as "cadaver".

What is Amazon A to Z? ›

The Amazon A-to-z Guarantee provides buyers with an opportunity to obtain a full reimbursement for their purchase or cancel their authorized payment if they are not satisfied with a purchase made on a third-party site using Amazon Payments.

What is the Amazon font name? ›

Amazon Ember is the master brand font for all Amazon products and services.

Why is the Amazon logo orange? ›

Amazon logo color

The original Amazon logo colors were simply black and white. As the company evolved and the brand looked for ways to become brighter and more-friendly, it adopted the bright orange shading.

Is the Amazon arrow a smile? ›

The Amazon logo is an extremely simple logo and while the arrow may just look like a smile it actually points from a to z. This represents that Amazon sells everything from a to z, and the smile on the customers face when they bought a product.

What is Amazon's history? ›

Amazon was founded by Jeff Bezos from his garage in Bellevue, Washington, on July 5, 1994. Initially an online marketplace for books, it has expanded into a multitude of product categories, a strategy that has earned it the moniker The Everything Store.

What are famous sayings? ›

Quotes by Famous People
  • The greatest glory in living lies not in never falling, but in rising every time we fall. - ...
  • The way to get started is to quit talking and begin doing. - ...
  • Your time is limited, so don't waste it living someone else's life. ...
  • If life were predictable it would cease to be life, and be without flavor. -
28 Jun 2021

What are the best quotes about life? ›

"Life isn't a matter of milestones, but of moments." "Don't judge each day by the harvest you reap but by the seeds that you plant." "In three words I can sum up everything I've learned about life: it goes on." "If my life is going to mean anything, I have to live it myself."

What does gradatim Ferociter mean? ›

Gradatim Ferociter is the latin motto of Bezos's company Blue Origin. It means step by step, ferociously. According to Bezos, “Basically, you can't skip steps, you have to put one foot in front of the other, things take time, there are no shortcuts, but you want to do those steps with passion and ferocity.”

What is Amazon's key to success? ›

Culture of Innovation

Finally, Bezos himself would argue that the main reason why Amazon is so successful is that they have a culture of innovation that allows employees to create without fear of failure.

What is Amazon in simple words? › is a vast Internet-based enterprise that sells books, music, movies, housewares, electronics, toys, and many other goods, either directly or as the middleman between other retailers and's millions of customers.

What is Amazon's Vision Statement 2022? ›

Amazon vision statement is “to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online.” The vision statement revisits the desired reputation it wants to achieve as that of being a destination where all customers in the world feel satisfied and care for in ...

Why Amazon is the best? ›

Amazon gets everything right when executing customer orders. They select products and services that customers want and need—and leverage distribution centers across the globe that allow them to quickly ship products. Amazon also has excellent vendor relationships that allow them to offer customers discounted pricing.

How Amazon is different from other companies? ›

Competitive Advantage

The marketplace is excellent for customers due to its unique assortment of products. It is great for sellers because of the flexibility and popularity that the platform brings along with itself. More than 70,000 entrepreneurs with annual sales of more than $100,000 are on Amazon.

Why do you want to join Amazon best answer for freshers? ›

Basically you see the huge positive impact Amazon as a company has on your life as a customer, and you'd love to work for such an organization, helping other customers to benefit from the services of the company.

How did Amazon get their logo? ›

Initially, in 1995, Bezos wanted a logo that represented the vision he had for Amazon. Amazons logo was on a blue river-like background with a trapezoid that formed an “A". Essentially, this Amazon first logo represented the Amazon River crossing. This became black and white until 1997.

Who invented Amazon? ›

Here's What He Achieved. Jeff Bezos quit his job as an executive at D.E. Shaw, moving to Seattle and founding Amazon in a home garage in 1994.

What was Amazon's original name? ›

He initially dubbed the business Cadabra (as in abracadabra) but after someone misheard the name as “cadaver,” Bezos decided to call his startup Amazon, after the enormous river in South America, a moniker he believed wouldn't box him into offering just one type of product or service.

What is Amazon A to Z? ›

The Amazon A-to-z Guarantee provides buyers with an opportunity to obtain a full reimbursement for their purchase or cancel their authorized payment if they are not satisfied with a purchase made on a third-party site using Amazon Payments.

What is Amazon known for? ›

Originally started as an online bookselling company, Amazon has morphed into an internet-based business enterprise that is largely focused on providing e-commerce, cloud computing, digital streaming and artificial intelligence (AI) services.

Why is Amazon logo orange? ›

They finalized the current logo in 2012. Let's go through the meaning and the significance of the current Amazon's logo. The current logo of Amazon uses two colors black and orange. The black color represents supremacy and elegance, while orange shows pride and happiness.

When did Amazon add the smile? ›

2000 to early 2012

At the turn of the millennium, this design agency created Amazon's current logo, with its signature orange “smile” that connects the letters “a” and “z.”

What is Amazon vision statement? ›

Amazon Vision Statement

Our vision is to be earth's most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.

What is Jeff Bezos famous quote? ›

If you're going to invent, it means you're going to experiment, and if you're going to experiment, you're going to fail, and if you're going to fail, you have to think long term. A company shouldn't get addicted to being shiny, because shiny doesn't last.

When did Amazon get popular? ›

1999 - Amazon becomes the biggest online sales platform in the world. In the late 1990s, Amazon decided to start selling other goods, starting with music and DVDs. Soon, Mr Bezos's empire grew to include electronics, toys and kitchen utensils.

Why is it called Amazon? ›

In 1994 Jeff Bezos, a former Wall Street hedge fund executive, incorporated, choosing the name primarily because it began with the first letter of the alphabet and because of its association with the vast South American river.

What drove Amazon's early success? ›

Although Amazon was not the first online ecommerce company, but it is surely one of the most innovative. While other companies have made billions by selling online, Amazon's success started with just one product category – BOOKS. The introduction of the Kindle made Amazon the most popular.

What is a two pizza team? ›

"We try to create teams that are no larger than can be fed by two pizzas," said Bezos. "We call that the two-pizza team rule." The smaller the team the better the collaboration. Collaboration is also very important as the software releases are moving faster than ever.

How do I quit Amazon? ›

Inform Your Local HR Office

You have the option to go to your facility's HR office and let them know of your intention to resign. After informing your HR officers, you may get some paperwork to sign after which you will be free to leave. What is this? Another option is to call your HR person.

Will Amazon refund if package stolen? ›

If a customer hasn't received their goods, they'll receive a refund for the cost by submitting an Amazon Stolen Package Claim. This guarantee also applies to damaged or inferior products received as well.

WHAT IS A to Z claim? ›

The A to Z Guarantee is the process for customers to request a refund when buying products sold and shipped by third-party sellers. If the customer is not happy with the delivery of their item, or the item itself, they can claim under the A to Z Guarantee.


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