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Home / Business / These obscene translation errors tarnished Amazon’s Swedish debut (and the use of the wrong logo)

These obscene translation errors tarnished Amazon’s Swedish debut (and the use of the wrong logo)



Amazon’s use of poor English-to-Swedish translations led to some offensive product descriptions.

AFP via Getty Images

Amazon’s main move into the Swedish market was derailed by embarrassing flag aphasia and obscene translations discovered by users.

The Swedish version of Amazon AMZN was released,
-3.10%
The site offers customers more than 150 million products, including the use of the Argentine flag instead of the Swedish flag in the “Choose your location” option.

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Users also found serious problems on product pages, such as Twitter TWTR,
-4.14%
Explain in detail how incorrect translations can lead to poor product descriptions (sometimes even obscene).

Some of the offensive product descriptions included listing the pan as a feminine item and using Swedish to mean male genitalia instead of “rooster.”

The company said in a statement: “We want to thank everyone for highlighting these issues and helping us make changes and improve Amazon.se.” Improve customer experience.

The e-commerce giant urges customers to provide feedback using links on the website.

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Amazon’s expansion into the largest economy in Northern Europe allows Swedes to order products online from their own country, rather than ordering products from Amazon sites in Germany or the UK. In order to attract users to use the service, the company offers a free shipping service for orders over 229 SEK (26 US dollars).

Alex Ootes, vice president of Amazon’s European expansion, said of the conference: “Today is just the beginning of Amazon.se. We will continue to work hard to ensure low prices by expanding our product range. To win the trust of Swedish customers by providing a convenient and reliable shopping experience at a high price.”


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