Amazon changes logo icon after comparisons to Adolf Hitler

The supermarket giant had to change the blue tape on its app icon

(AFP via Getty Images)

Amazon has changed the design of its new app icon after it was seen as too similar to Adolf Hitler.

The strip of blue tape at the top of the previous design bore a surprising resemblance to the toothbrush mustache worn by Charlie Chaplin, Oliver Hardy, and the leader of Nazi Germany.

“ My parents use Amazon nearly every day. 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…”, one tweeted.

“It’s not just a ripped scotch tape, it’s a ripped scotch tape that has a similar shape and is right on top of a smiling mouth. Looks like a happy little cardboard Adolf to me”, another user commented.

In a statement about the launch of the now-edited icon, Amazon said: “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 door step.”

Previously, Amazon’s logo was an image of a shopping cart with the company’s name above it.

The new logo now features a folded piece of tape at the top, which seems to suggest pulling the seal on an Amazon package.

Amazon is also planning to bring its first checkout-free supermarket in the UK this week.

The Amazon Go store will open in Ealing in West London, with up to 30 locations across the country eventually planned, according to council documents.

In the US, meanwhile, a worker has died at a facility in Las Vegas after dropping from within the building, according to police, who said he had "fallen or jumped".