Back in January this year, when Amazon updated its app logo, did you notice any kind of resemblance? Well, it turns out that many people did, in fact, enough to compel the e-commerce giant to tweak the design of its new app icon after the first design sparked comparisons to the mustache of Adolf Hitler.

The new app icon, launched in January, depicts a brown cardboard Amazon box with the company’s smile-shaped arrow logo in the middle, and a blue piece of packing tape at the top in the centre. According to BBC, soon after the launch, some observers said it resembled a toothbrush-style mustache, associated with the Nazi dictator.

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The toothbrush mustache was originally popularised by comedians like Charlie Chaplin in the early 1900s before it was associated with Hitler.

After a few Twitter users posted about the resemblance, Amazon has quietly rolled out a new app design, replacing the jagged tape with a two-toned folded piece of tape.

Talking about the changes in the app logo, Branding agency Coley Porter Bell chief executive Vicky Bullen told the publication: “Unfortunately for Amazon, the visualization of their parcel tape on the original logo will immediately be associated as a Hitleresque mustache, 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.”

Now, the updated Amazon app icon is getting compared with Aang from Avatar: The Last Airbender’s Aang.

The app logo of the online shopping platform previously showed a graphic of a shopping trolley.