Icon of the Amazon app: The version shown here is history again shortly after its introduction
To anticipate it right away: Even with a few days' gap, Amazon itself does not want to explain why it has revised a new icon for its shopping app that was only presented in January.
Recently, the company had not changed much about a kind of smiling package, but it did change some crucial things: the blue tape on top of the package can no longer be mistaken for a beard, as this comparison picture shows.
When asked by the US site “The Verge”, Amazon only said that they had “designed the new icon to arouse anticipation, excitement and joy when customers start their shopping trip on their phone, just as they do when they do ours See boxes on your doorstep. «The new little picture was supposed to replace the somewhat older app icon with a blue shopping cart on smartphones.
This is what Amazon's new app icon looks like now - also in Germany
Websites like "The Verge" and "Mashable" have suspicions as to why the new redesign might have happened.
The originally intended symbol awakened associations with Adolf Hitler that were not very effective in advertising in some Internet users - due to the packaging tape, which they perceived as a Hitler beard because of its design and positioning.
The symbol changed without much ado
At Amazon one should have been annoyed about such comments, which led to corresponding press reports.
For example, the British tabloid "The Sun" wrote that Amazon was being kidnapped because the new icon "looked like a grinning Hitler".
The newspaper headlined "YOU CAN'T NAZI IT!" On its website.
She was referring to the saying “You can't unsee it”, which basically means: You will never be able to see something with different eyes again.
In this case, the play on words refers to Amazon's app icon, which means that you always have to think of Hitler once you've seen it that way.
It is unclear when exactly Amazon revised the app icon again.
Some media outlets such as “Caschy's Blog” noticed the change last week, but it was only now becoming a major topic in the US tech media.
Alex Hern from the British Guardian also tweeted on Monday that he had "completely missed" the icon adaptation: "Unsurprisingly, they didn't send a press release to announce the second redesign."
Amazon presented the first version of the new symbol at the end of January.
By the way, at that time there were not only Hitler associations on the Internet for a long time.
In "The Verge", for example, one thought of Jeff Bezos' smile "while he was cashing in another billion".
And the YouTuber Rezo, known among other things for his blue hair, wrote on Twitter: "Amazon's new app icon looks like me lol."
Icon: The mirror