Amazon's logo uses a self-created font called Amazon Ember. This font was developed by Amazon's design team in collaboration with font design company Dalton Maag to convey the modern, simple, and innovative image of the Amazon brand.

The Amazon Ember font uses rounded lines and simple geometric shapes, making it easy to identify and read. In addition, the font also features some unique design elements, such as the arc on the letter "A" and the underline on the letter "z", to enhance the brand's visual recognition. In short, the Amazon Ember font is an important part of Amazon's brand image, giving it a unique visual style and brand value.