Amazon’s major push into Sweden has been derailed by an embarrassing flag gaffe and obscene translations spotted by users.
The launch of a Swedish version of Amazon’s
site, which offers customers more than 150 million products, included using the Argentine flag instead of the Swedish flag in the “choose your location” option.
Also: This Amazon rival’s stock soared more than 50% in its first day of trading
Users also spotted serious issues on product pages, taking to Twitter
to detail how faulty translations led to poor, and occasionally obscene, product descriptions.
Some of these offensive product descriptions included listing a frying pan as a women’s item, and using a Swedish word for male genitals instead of “rooster.”
“We want to thank everyone for highlighting these issues and helping us make the changes and improve Amazon.se,” the company said in a statement, noting that “it is only day one for us here in Sweden” and that it is committed to improving customer experience.
The e-commerce giant urged customers to use the links on the website to provide feedback.
Plus: Amazon sought to hire intelligence analysts in EU spying row
Amazon’s expansion into the largest economy of the Nordic region allows Swedes to order products online from their own country, as opposed to ordering from Amazon sites based in Germany or the U.K. In a bid to attract users to the service, the company is offering free delivery on orders over SEK 229 ($26).
Speaking of the launch, Alex Ootes, Amazon’s vice president for European expansion, said that “today is only the start of Amazon.se. We will continue to work hard to earn the trust of Swedish customers by growing our product range, ensuring low prices, and providing a convenient and trusted shopping experience.”