Every Product's Signature
Today, Amazon announced its fall line-up with a series of new devices. In each of its product pages, I noticed something curious that I hadn’t seen before:
“Engineered by Amazon” is now included in many of its products’ visual and video marketing. It seems to be Amazon’s new signature for its products.
Remind you of something? There’s another company that often does the same thing.
Each signature tells a story of the company it represents.
“Designed by Apple in California” boasts Apple’s commitment to craftsmanship. It reminds users of Apple’s dedication to building products that are beautiful and functional. Design, by nature, is opinionated—and therefore Apple’s signature echoes their confidence in their vision.
“Engineered by Amazon” emphasizes Amazon’s ability to solve difficult problems. It reminds users that it is Amazon’s ingenuity, engineering prowess, and mastery in distribution and logistics that allows it to build products at scale that are both convenient and affordable.
What’s fascinating is that both design and engineering are fundamentally about problem solving. Yet for two companies that often compete in similar product categories, the choice of each word tells wildly different stories. Not only about what each company values, but more importantly, about how each company wants to be recognized by consumers.
These aren’t just taglines or marketing slogans—they’re strategic positioning statements meant to show what each company prides itself on when producing a product.
This makes me wonder: what would the product signatures others be?
Each would likely reflect their core brand promise and competitive advantage:
Disney might choose “Imagined by Disney”—emphasizing their storytelling heritage and ability to create magical experiences that transport users to different worlds.
Tesla could go with “Invented by Tesla”—reflecting their pioneering approach to electric vehicles and sustainable technology innovation.
Figma could select “Crafted by Figma”—emphasizing their focus on thoughtful design tools that enable seamless collaboration and creative craftsmanship.
Netflix might opt for “Personalized by Netflix”—highlighting their algorithm-driven approach to delivering exactly what each viewer wants to watch.
Each signature would serve the same purpose: distilling a company’s entire brand philosophy into just three words that appear on every product, subtly reinforcing their unique value proposition every time a customer interacts with their ecosystem.
Of course, this isn’t about guessing what these companies’ actual signatures might be—it’s about what we perceive their core strengths to be. Which raises an interesting question: what about your own products or company? How would you want to sign off on what you create? More importantly, how would your customers think of your signature instead?
Because whether you choose to write it or not, every product leaves a signature behind.