Amazon’s Cruel Ring Joke Ignites Massive Backlash

• Amazon Prime Video India’s official Instagram account posted a comment mocking a woman’s engagement ring.
• The comment compared her personal ring to a modest, unconventional ring from the popular series ‘The Summer I Turned Pretty.’
• Widespread social media backlash labeled the comment as ‘mean-spirited’ and ‘inappropriate,’ prompting a public apology from the company.
• Amazon later deleted the comment and admitted its actions were a ‘massive error in judgment.’

Amazon’s Social Media Stumble

Amazon Prime Video India has issued a formal apology after its social media team made a remark that was widely condemned as ‘mean-spirited’ and unprofessional. The incident occurred when the streaming service’s official Instagram account left a critical comment on a user’s post showcasing her new engagement ring.

The Controversial Comparison

The controversy began when an Instagram user, who goes by the handle @notcommonpeople, shared a photo celebrating her engagement. The post, which was meant to be a joyous announcement, quickly drew an unexpected and unwelcome comment from the verified account of Amazon Prime Video India.

The comment drew a direct comparison between the woman’s ring and the one featured in their popular series, ‘The Summer I Turned Pretty.’ In the show, the character Jeremiah gives his love interest, Belly, a modest and unconventional key-shaped ring. By making this comparison, the brand implied the user’s ring was similarly simple or unimpressive, a comment that users immediately perceived as a poorly executed attempt at trendy engagement that turned into a personal insult.

Widespread Backlash and a Swift Apology

The reaction from the online community was swift and severe. The original poster expressed her disappointment, and other users rallied to her defense, criticizing Amazon for its lack of professionalism and for mocking a deeply personal and significant moment in someone’s life. Commentators labeled the brand’s actions as ‘tasteless’ and ‘bullying.’

Facing a growing firestorm of negative attention, Amazon Prime Video India quickly backtracked. The company deleted the offending comment and posted a formal apology on its Instagram Stories.

The apology stated, ‘We are deeply sorry for the comment. It was a massive error in judgment and is completely inappropriate. It is not in line with our community guidelines. We have the deepest respect for our community and would never want to hurt anyone’s sentiments. We will be more vigilant in the future.’ The incident serves as a stark reminder for corporate brands about the potential pitfalls of engaging with user-generated content, especially on sensitive and personal topics.