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Amazon hits trouble with Sweden launch over lewd translation

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October 29, 2020 at 02:19PM

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Company also used Argentine flag instead of Swedish one to represent country

Amazon’s launch of a Swedish retail site, its first in the Nordics, has caused embarrassment at the e-commerce company after a series of errors led to confusing, nonsensical and occasionally vulgar product listings scattered across the catalogue.

To start with, Amazon chose the wrong flag: the Argentine flag appeared where the Swedish flag should have been placed on the country picker. It is unclear how the error happened: aside from copious use of blue, the two flags are not similar.

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