The famous 'Amazon dimple' is used in new ways for this refresh!

"The identity uses familiar brand elements in fun and surprising ways, recasting the dimple-arrow of the Amazon smile logo into a distinct, ownable shape that conveys movement, momentum and energy as it points the way into the Prime Video rabbit hole," according to Pentagram, the studio behind the refresh.

Prime Video is an online streaming platform owned by Amazon. Launched in 2006 as Amazon Unbox, it was later rebranded as Amazon Instant Video in 2011 and finally as Prime Video in 2015. It is a part of Amazon Prime, a subscription service that offers a wide range of benefits including free shipping, exclusive discounts, and access to other services like Prime Music, Prime Reading, and Prime Gaming.

Prime Video offers a vast library of movies and TV shows, including Amazon originals like The Marvelous Mrs. Maisel, The Boys, and Jack Ryan. The platform also offers popular shows from other networks, such as The Office, Parks and Recreation, and The Big Bang Theory. Additionally, users can access various documentaries, anime, and live sports events.

Prime Video is available in over 240 countries and territories and can be accessed through the web, mobile devices, smart TVs, and streaming devices like Amazon Fire TV Stick. It also allows users to download content for offline viewing.

Overall, Prime Video is a great streaming service that offers a wide range of content at an affordable price. With its vast library, convenient features, and exclusive benefits, it is a popular choice for people who want to stream movies and TV shows.