Looking back, it's funny to see how long it took them to make the whole A-Z connection that finally appeared in the 2000 logo.

Was unaware of that as well. Kind of like how I had no idea the space between the 'E' and 'x' in FedEx are supposed to make an arrow.

I always thought it was a smile :-)

When it comes to quick things, like instantly evaluating a logo, the reptilian brain takes over and decides before there's ever time to think about it.

It's both! It's recently started to appear on its own, without the text, in some promo material, and in that context it's just referred to as the "Amazon smile."

Wow, even Amazon had a flaming logo in the 90's! I don't feel so bad now!

does anyone know if this was a full time logo or a single day promotion type logo? i.e. "Get it while its hot 20% off on all items!"

“Earth biggest book store” that is typical of startup era: appear bigger than you really are. I’m glad they parted from the logo with the road; was that a road?

I would guess the "road" is the Amazon River. Being Earth's biggest river, it makes sense to the slogan too.

I believe it's the Amazon river.

Recently there was a Amazon comedy logo where the smile went DOWN wards, because it was failing.

Huh, and I thought logos were right first time around.

I do believe mine is though :-P