A MALVERN shop has explained the reasoning behind its familiar-looking logo, after causing a bit of a stir online.

Amaze, which move to Great Malvern from Malvern Link last year, has made national headlines in the past over its logo’s similarity to Amazon.

And it seems some people are still doing a double-take when passing the shop in Belle Vue Terrace.

A post on the Facebook group Malvern Hills Display Board questioned whether the store had “something to with Amazon” and attracted dozens of comments.

Malvern Gazette: Amaze has hit the headlines before because its logo looks like that of AmazonAmaze has hit the headlines before because its logo looks like that of Amazon (Image: PA)

Some wondered whether Amaze had heard from Amazon’s legal team, while others recommended a visit to the shop, which helps homeless and vulnerable people get back on their feet.

Co-owners Chris Lee and Polly Reehal said they weren’t previously aware of the Facebook group, which has more than 20,000 members.

“To allay rumours and suggestions, we signed a confidentiality agreement with Amazon in 2021,” said Chris. “What we can say is that they are aware and support us.

“We use the word Prime as per the Oxford English Dictionary definitions of ‘excellence’ and ‘the best’, which describes what we do - excellent quality items produced and sold for the best benefit of those in need in Malvern.

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“With the current financial crisis in the UK that is affecting so many people in Malvern, we are doing all we can to help those in need in a practical way. Anybody who would like to help would be most welcome as a volunteer.

“Some of the comments are sadly misinformed, however we are delighted by the positive support from those who know us.”

Amaze moved into its home in Belle Vue Terrace in August last year, with West Worcestershire MP Harriett Baldwin on ceremonial opening duty.

Before that, it had been based in Malvern Link - and had hit the headlines only months previously by displaying a shop mannequin made to look like a rough sleeper outside the shop.

The display had been so convincing that people called the police, thinking it was a dead body.