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An Amazon executive’s subtle nod to Hamas sympathies didn’t go unnoticed by keen-eyed observers, sparking calls for boycotts of the online retailer.

Days after memorials were held marking the first anniversary of the Oct. 7 terror attack on Israel, and with one of their own employees said to be among the roughly 100 hostages still being held captive, the retail behemoth hardly appeared to be commiserating with the victims.

Instead, Kuwaiti-born executive Ruba Borno was featured in a promotion video wearing a pendant representative of the chant “from the river to the sea.”

As reported by Jewish Insider, the vice president of Global Specialists and Partner Organizations for Amazon Web Services who had fled to the United States in 1990, was seen in a since-deleted video for the company’s upcoming Las Vegas conference wearing a necklace that appeared to have a charm in the shape of the nation of Israel with a “Palestinian flag” emblazoned on it.”

The outline notably included the areas of Judea and Samaria as well as Gaza, suggesting the fulfillment of Hamas’ goal to see the Jewish state wiped off the map.

“Does @rubaborno know that the map means ‘from the river to the sea’ and calls for the killing of all the Jews of Israel?” asked the account Hamas Atrocities as it shared the clip in question. “Does she know that Amazon employee Sasha Trufanov, was abducted on October 7th and is still held by Hamas?”

While the account contended Amazon had yet to acknowledge that their employee was among those kidnapped on Oct. 7, it remained true that the video wasn’t the first time that members of Amazon’s team had shown their favor for Hamas.

It was previously reported that a programmer at Amazon blew the whistle on an alleged Slack channel boasting over 3,000 members said to be silencing Israeli employees and spreading claims that the Jewish state was guilty of genocide and apartheid while openly endorsing Hamas

“I stand with any and every revolution against their occupiers, so I stand with Hamas,” read a post attributed to Amazon employee Zaid Akel. “Even if Hamas is destroyed as a militant group (which will never happen), Hamas is an idea, so there will be hundreds of Hamas with different names.”

Since the promotion video went viral, Amazon has deleted it and a company spokesperson offered a non-apology in a statement to the Standard. “The violence and loss of life happening every day in the Middle East is tragic, and at Amazon, our hearts and thoughts are with any person or community that’s affected.”

“Our leadership remains in regular contact with our teams based in the region to offer our support,” the statement continued. “The video shot was not meant to be a political statement, but we’ve taken down the video and will repost a new one in the coming days.”

Unsurprisingly, the attempt to walk back the impression delivered by the video did little to quell calls for a boycott against the retailer, with some even tagging founder Jeff Bezos as they announced the cancelation of their subscriptions.

Kevin Haggerty
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