Everything was going well for the Amazon until the e-commerce giant decides to change its traditional app icon. What used to be a shopping cart with the brand on top, has become a minimalist version of the retailer’s characteristic arrow.
The company’s intention was to create an icon similar to the boxes delivered to customers, with the brown background and the blue ribbon on top. One detail, however, changed everything: the perforated tape on the edge made Internet users compare it with the mustache of Adolf Hitler, German dictator.
An Amazon spokesman commented to the The Verge that “Amazon is always exploring new ways to delight our customers. We designed the new icon to arouse expectation, enthusiasm and joy when customers start their shopping journey on their phones, just as they do when they see our boxes at their door ”.
The retailer’s optimistic idea did not work. In less than a month, she had to change the ribbon on the icon to a softer version, with a fold at the end of it instead of something perforated. “I completely didn’t realize that Amazon silently adjusted its icon to make it look … less like Hitler,” tweets one user.
lmao I completely missed that amazon quietly tweaked its new icon to make it look… less like hitler
— alex hern (@alexhern)
As the internet does not forgive easily, it did not take long for some users to start comparing the latest version with the character Aang, from the cartoon “Avatar: A lenda de Aang”. At least it is a definite improvement in comparisons with the dictator.
All I can see now when I look at the new Amazon app is Avatar Aang.
– Alicia (@fempute)