Amazon tweaks app icon after Hitler comparisons

Let's just say the newest iteration of its app icon got a much-needed shave.

If you've been impulse-buying things on your phone lately, you may have noticed that Amazon made a major design change to its mobile app icon, opting to evolve the (pretty snooze-worthy) shopping cart with an accompanying yellow smile into one of its characteristic Prime packages.

In case you missed it, this was the change.

If you're paying really close, attention, however, you may have noticed that about a month after changing said icon, Amazon has now changed it again, albeit in a more subtle manner.

Introducing: the new, new Amazon app icon.

To understand Amazon's change, we have to go all the way back to WWII. Just kidding, well, maybe not?


In stark proof of Godwin's Law, which dictates just about any conversation or topic, no matter how frivolous, gets steered back to Naziism eventually, Amazon's app icon was recently at the center of some pretty direct Hitler comparisons.

"Godwin's law, short for Godwin's law (or rule) of Nazi analogies, is an Internet adage asserting that 'as an online discussion grows longer, the probability of a comparison involving Nazis or Hitler approaches 1.'"



Specifically, commentators on Amazon's new icon noticed how the icon, which now features a smile at the center of a prime box, may actually appear to be a face donning a Hitler-esque mustache.

LMPC/LMPC/Getty Images

While Amazon hasn't directly admitted to the Hitler comparison factoring into its decision to modify the app icon a second time, in a statement to Input, an Amazon spokesperson said the change was a result of "customer feedback."

Future Publishing/Future/Getty Images

“We introduced an icon in select countries and made changes based on customer feedback before we rolled it out worldwide.”

Amazon spokesperson

The new, new app icon might've solved some unfortunate resemblances, but that doesn't mean it's not getting its fair share of comparisons on Twitter, though thankfully parallels that have nothing to do with Adolf Hitler.

Twitter was rife with comparisons to the animated series, Avatar: The Last Airbender.

It's been a brief but somehow very eventful journey for Amazon's new app icon thus far, but it seems as though the company has landed on something it feels comfortable having represent its brand.

Though, I guess we'll have to see how Aang feels about the whole thing...

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