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After many long speculations, it became clear earlier this year that Amazon is coming to Sweden.
This summer, the release that was planned for fall was confirmed, but the exact date is unclear.
On Wednesday morning, the e-commerce giant launched its Swedish website amazon.se.
Weird translations on Amazon
But the beginning was not optimal for Amazon.
Several products had been given unexpected names, such as “rape flower”, when the word rape was incorrectly translated, which Aftonbladet was the first to report. Another product that was for sale was a “fat cat’s white hair brush.”
Also, there is a picture of a big cock for sale, but “huge cock” has been translated to “huge cock”.
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– It is the largest maritime work I have seen. They have no special offer, bad translations, incorrect texts for certain products. Everyone will think about it, he tells Breakit and says it is a “drunk product”.
Furthermore, he says it is an “insult” to call Amazon a threat to Swedish e-commerce.
Strong criticism of Amazon’s launch in Sweden
Jonas Arnberg, CEO of analytics company HUI, which researches and analyzes trade, is also critical of the launch.
– It doesn’t seem like a very ambitious launch. The prices, the texts and above all the range, the general offer, do not feel very locally adapted, he tells DN.
Markus Varsikko, CEO of Dash Retail, a company that helps other businesses sell on Amazon, tells Breakit that there are already tens of thousands of products in several different categories.
Amazon is now responding to the criticism. In an email to Resumé, a spokesperson writes that they are grateful that the issues are raised and that they can improve the product in this way.
“While we are very happy to have launched Amazon.se today, it is only our first day in Sweden and we are dedicated to continuing to improve the customer experience. If someone sees a problem with the product pages, they can send us a link and feedback and we will review it and make any necessary changes.”.
This will be Amazon in Sweden: the advantages and disadvantages
Great strength: “You can predict what you want to buy before you think about the idea.”
