Amazon quietly updates mobile app icon that drew comparisons to Hitler mustache

Brett Molina, USA TODAY
·2 min read

Amazon has apparently updated the icon for its mobile app that some claimed resembled the face of Adolf Hitler.

The logo in question looked like a cardboard box with the Amazon smile logo imprinted on it. At the top center was a piece of blue shipping tape with jagged edging, which drew comparisons to Hitler's mustache.

As of Tuesday, the icon shows the blue tape with a corner peeled upward, to represent the package being opened.

Several outlets including The Verge reported in January that Amazon had rolled out the initial redesign of the mobile app icon.

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A screenshot of a tweet from Guardian technology editor Alex Hern showing the change in Amazon app icons.
A screenshot of a tweet from Guardian technology editor Alex Hern showing the change in Amazon app icons.
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"My parents use Amazon nearly every day," wrote Twitter user @smutchings in January after noticing the redesigned logo. "They’re going to be lost for the next few days. When they ask where Amazon’s gone, I’ll tell them to look for the cardboard Hitler."

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"New Amazon logo looks like a cheeky Hitler," wrote user @RSSY_P.

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@BMS_Derek sought reassurance that others were also seeing "Cardboard Hitler."

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Amazon did not address the change specifically. However, in a statement to USA TODAY, the company said the app icon update change, the first in five years, was part of its strategy to find ways to "delight our customers."

In a statement, the company explained, "We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their doorstep."

Follow Brett Molina on Twitter: @brettmolina23.

This article originally appeared on USA TODAY: Amazon logo: Mobile app icon that drew Hitler comparisons updated