Amazon has been mocked on social media over the new icon for their smartphone app.
Customers were quick to suggest that the online retailer "rethink" their design as some joked that it looked like Adolf Hitler.
The icon features the company's signature 'smile' logo as well as some blue tape at the top, as if it were a delivery box.
However, there were quite a few people who thought the tape looked like something else.
A number of Twitter users couldn't help but compare it to Hitler's moustache, with one writing: "Amazon's new app logo is Hitler with a blue moustache."
Someone else tweeted: "Amazon isn't pulling any punches with its new Hitler-stache logo, eh?"
Another tounge-in-cheek person said: "Amazon needs to rethink this logo, or there will be Heil to pay."
A fourth added: "Seriously, though, who approved Smiling Mouth And Hitler ‘Stache as a new logo for Amazon?"
A different user asked: "Where have we seen Amazon’s new app logo before?"
However, not everyone disliked the icon design and some couldn't see any issues with it.
"I don't see anything wrong with this. It's a sealed box with the Amazon logo on it," proclaimed one.
A second agreed, saying: "Incredible design, maybe @Google can learn a thing or 12 about icon design."
Amazon's old icon featured a blue shopping cart and had the company's logo above it.
The new icon already appears on the app's listing on Apple's UK App Store.
What do you think of the new logo? Let us know in the comments below.
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