Amazon debuted in Sweden but the site launched by the e-commerce giant is full of translation and spelling errors.
A false step for Amazon's expected entry into the Nordic market which until now could buy on the British and German sites but did not have a dedicated one.
They were the first Swedish customers on Amazon.se to report the most obvious errors.
For example, a greeting card where a rooster is described with a vulgar reference to the male genitals.
Some have speculated that the mistakes could be part of the company's marketing strategy.
Nicklas Storakers, CEO of Pricerunner site, has no doubts, however, has branded the launch as "the worst job I've ever seen", stressing that Amazon has not even offered any discount on the occasion of the debut.
Beyond the launch gaffe, Amazon is unlikely to dominate the Swedish market, according to analyst Daniel Schmidt of Danske Bank.
"It is one thing to debut in the US, in Great Britain or in Germany twenty years ago. It is quite another to do it in 2020 in Sweden".
