Amazon has been quietly evolving Prime's look, and it signifies massive changes to the service (AMZN)

Whole Foods Amazon quietly updated the logos for all of its Prime services earlier this year, dropping the word Amazon. Prime is now a brand in its own right. It signifies Amazon is taking Prime beyond the Amazon-branded ecosystem as it heads into Whole Foods stores and elsewhere. Earlier this year, Amazon refreshed its logos for its Prime services. Notably, it dropped the word "Amazon" altogether.See the rest of the story at Business Insider NOW WATCH: We had millennials try Chick-fil-A for the...