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Amazon has changed the new logo of its smartphone app after users said it looked like a smirking Adolf Hitler.
The internet retail giant recently swapped its old shopping cart logo for a brown Amazon box with a piece of tape with a jagged edge at the top with a smile-shaped arrow.
Shoppers said the tape looked like it could be part of a face – and the logo has been changed again after some said it reminded them of the Nazi dictator's moustache, the Mail Online reports.
One user said on Sunday: "Well it happened.. my Amazon app icon finally updated to the cardboard Hitler."
Another shopper responded: "I had to go download the app on my phone, to see what you were talking about and now I can't unsee it."
A third added: "I'm not gonna lie, I'm uncomfortable with having the Amazon logo sport a Hitler moustache on my phone screen.
"What was wrong with the shopping cart logo?"
Some shoppers quipped Amazon would have "Heil to pay" if they failed to fix their logo.
One asked: "Seriously, though, who approved Smiling Mouth And Hitler 'Stache as a new logo for Amazon?"
Amazon 'set to launch its first physical shop in the UK this week'
An Amazon spokesperson told The Verge : "'Amazon is always exploring new ways to delight our customers.
"We designed the new icon to spark anticipation, excitement, and joy when customers start their shopping journey on their phone, just as they do when they see our boxes on their door step."
The online retailer Amazon is reportedly set to open its first physical stores in the UK this week.
However, as you'd expect from the online giant, its bricks and mortar stores are said to be different too.
Amazon has already opened several stores in the US to great success.
And now it's reportedly said to follow with it's first UK offering – in Ealing, London, according to The Daily Mail.
As well as being a landmark move for the company, it is also big news for the declining UK high street.
It's claimed Amazon is eyeing up 30 stores in the UK if this opening venture proves successful.
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On a first visit to Amazon Go stores, customers will realise that there are no actual checkouts.
Instead, Amazon uses technology instead to track what you're purchasing.
The Just Walk Out technology means that customers are able to avoid queues for a speedy shopping experience.
When people enter the store, they must scan the Amazon app on the gated turnstile.
They are then monitored by cameras from above, while weight sensors in the shelves help the retailer determine exactly what people take.
- Adolf Hitler
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