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Millions of people are accustomed to looking for the Amazon Prime logo when shopping on the e-commerce site, to ensure that the items they’re buying are eligible for free two-day shipping. And some Prime members are noticing this weekend that the logo has suddenly changed.

The italics and capital “P” are gone in favor of a new font, in all lower-case letters, with a simplified checkmark. Yes, this is delving into some serious Amazon minutia, but the reaction says something about the ubiquity of Prime: people are so accustomed to the old logo that the new one can be initially disorienting.

We’ve contacted the company to see if it has anything to say about this change. A quick check of U.S. Patent and Trademark filings shows that Amazon applied to register this new logo design back in March.

Related services, such as Prime Now delivery, are also using the new design.

Amazon doesn’t disclose Prime membership numbers, but a study released in April from Consumer Intelligence Research Partners estimated that Amazon Prime in the U.S. doubled in the last two years to more than 80 million members.

The company has been steadily adding Prime benefits beyond the core offering of free two-day shipping. Amazon CEO Jeff Bezos said last year that the company’s goal “is to make sure that if you are not a Prime member, you are being irresponsible.”

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