Amazon confuses shoppers with new logo change: 'Panicked for a minute'

A quiet alteration to Amazon's beloved smartphone shopping app has confused consumers. 

The good known cardboard colored container logo pinch a achromatic arrow has seen a subtle alteration successful nan latest update for nan app. 

The small square, symbolizing nan portion that seals Amazon packages, has changed from its well-known ray bluish to stripes of acheronian and ray green. 

'Amazon's caller update to its app icon is an illustration of its ongoing strategy of refreshing its marque image,' Bryan Fowler, president of Intero Digital trading agency's Amazon division.

'This alteration whitethorn beryllium initially puzzling for immoderate – particularly considering apps are recognized done ocular cues that build musculus representation complete time,' he explained. 

'Design updates for illustration these are meant to spark a consciousness of joyousness and excitement for illustration receiving a package.'

He added: 'It's imaginable Amazon wanted to alteration nan colour of nan portion to 1 much intimately associated pinch nan vacation season, arsenic millions hunt Amazon for gifts.'

DailyMail.com was alerted to nan alteration by a scholar who was confused.

'I was panicked for a infinitesimal erstwhile I couldn't find nan app and bid immoderate sports cogwheel for nan kids,' she joked.

'I suppose for illustration astir families we trust connected Amazon a small much than we should. If you request thing quickly, you conscionable unfastened up nan app and a fewer taps later it is connected its measurement to you.

'I americium a swiper connected my iPhone - truthful I scroll crossed until I spot nan app I americium after. You get utilized to nan shapes and colors, truthful erstwhile they alteration for illustration this it tin propulsion you.

'My hubby is simply a searcher - he pulls down and searches for apps by typing successful nan sanction truthful nan telephone throws them up. So he didn't moreover realize.' 

For those who do not for illustration nan caller design, location is bully news.

It is understood Amazon is making nan alteration only for nan holidays. After that, it will revert back. 

This is not nan first clip Amazon has made a alteration to its logo - though it is acold little arguable than nan past time. 

In 2021, nan unit elephantine was forced to scrap nan jagged edged of nan bluish portion connected nan logo because consumers said it resembled Adolph Hitler's infamous mustache. 

'Unfortunately for Amazon, nan visualization of their parcel portion connected nan original logo will instantly beryllium associated arsenic a Hitleresque moustache, arsenic that style is everlastingly embedded successful our subconscious brains arsenic specified - not nan champion relation for a marque that wants to create delight connected nan doorstep,' branding master Vicky Bullen said astatine nan time. 

Brand designer Laura Weldon praised nan institution for acting quickly connected nan criticism. 

'Brands alteration and tweak their logos each nan time,' she said astatine nan time. 'It reflects good connected Amazon that they listened to their customers.'

Amazon has been battling contention online aft a institution executive was seen wearing a arguable necklace shaped for illustration Israel emblazoned pinch nan Palestinian flag.

Ruba Borno, a vice president for Amazon Web Services, was spotted donning nan necklace successful a video promoting a institution convention in Las Vegas. 

The representation that was astir Borno’s cervix was Israel including West Bank and Gaza Strip - territories that nan Palestinians person demanded arsenic nan ground for an independent state.

Yet Amazon is still forging up of struggling rivals successful whitethorn sectors. 

While supplier stores crossed nan US are struggling, Amazon has plans for 20 caller pharmacies adjacent year. 

It contrasts pinch Walgreens, which said earlier this period that it would shut 1,200 stores complete nan adjacent 3 years.