After ditching its old shopping cart app icon in favor of a blue-taped cardboard box earlier this year, Amazon has revised the new design for another little tweak, and less of the perceived Adolf Hitler vibe. .
The new icon changes the look of the ribbon over the Amazon smile logo, which some thought looked too much like the German dictator’s mustache, and changed it from a ragged edge to a folded look.
The Verge reported that the design change was made after “customer feedback” and prior to the global launch of the new icon. An Amazon spokesperson told the website that the company “is always exploring new ways to delight our customers. We designed the new icon to generate anticipation, excitement and joy when customers begin their shopping journey on their phone, just as they do when they see our boxes on their doorstep. “
Icon designs and their settings are a touchy subject, perhaps because users spend all day searching and browsing for them on smartphones and tablets, and changes large and small can alter the speed and familiarity of such actions.
When Instagram changed its icon from a lovable old Brownie-style camera in 2016 to its current, simple scheme of a box camera, users complained about not being able to find the app among a sea of other icons. Five years later, even with that dreaded new icon, Instagram has around 1 billion monthly active users.
“Your thumbs are connected to your Instagram button, or your fingers are connected to click and order things on Amazon,” Jesse Reed, a partner in the Order design bureau, told The Washington Post on Tuesday. “It’s so intertwined that we now have emotional ties to brands and when they change, it’s like changing a part of your life.
My parents use Amazon almost every day. They will be lost for the next few days. When you ask where Amazon has gone, I’ll tell you to look for the cardboard Hitler … https://t.co/u1YcJUBNSN
– Sam Hutchings (@Smutchings) January 26, 2021
All I can see now when I look at the new Amazon app is Avatar Aang. pic.twitter.com/VAvAPhYWma
– Alicia (@fempute) February 28, 2021