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Amazon has changed its new logo after users claimed the original resembled Adolf Hitler.

The new image was initially released in January, a blue tape strip over a graphic of an Amazon “smile”. Some shoppers commented on its similarity to the moustache style reminiscent of the Nazi.

Customers took the internet to voice their concern about the image revamps.

One tweeted: “My parents used Amazon every day”

“When they ask where Amazon’s gone, I’ll tell them to look for the cardboard Hitler.”

Another customer wrote, “ “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.”

Speaking to BBC News, CEO of Coley Porter Bell, a branding agency, Vicky Bullen said: “Unfortunately for Amazon, the visualisation of their parcel tape on the original logo will immediately be associated as a Hitleresque moustache, as that shape is forever embedded in our [subconscious] brains as such - not the best association for a brand that wants to create delight on the doorstep.”

Amazon told BBC News that the graphic had been tested in other markets before they changed the app logo, which previously was a blue shopping cart. Now the icon is modelled on their brown cardboard packaging.

The debacle was even covered by The Tonight Show with Jimmy Fallon.

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