Amazon has changed its shopping-app logo after some said it was offensive, reports this week said.
The Amazon logo that was quietly altered apparently resembled Adolf Hitler, according to some on social media.
The signature "smile" logo had a jagged edge. Some said it looked like Hitler's mustache.
Amazon ditched the design and updated the logo before it launched on iPhones in the U.S. last week.
Amazon told BBC News the first logo had been trialed in a few countries before the redesign had been applied.
"Amazon is always exploring new ways to delight our customers. We designed the new icon to spark anticipation and excitement when customers begin their shopping journey on their phone, just as they do when they see our boxes on their doorstep," Amazon said in a statement.
But branding agency Coley Porter Bell chief executive Vicky Bullen said: "Unfortunately for Amazon, the visualization of their parcel tape on the original logo will immediately be associated as a Hitleresque moustache...not the best association for a brand that wants to create delight on the doorstep."
