Amazon Slogan: Work Hard, Have Fun, Make History

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:

“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.

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”

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.”

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.

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