Amazon Faces Backlash Over AWS Event Video and Controversial Jewelry
Supporters of Israel are reacting strongly to a recent AWS promotional video featuring Ruba Borno, the vice president of Global Specialists and Partner Organizations. In the video, she wears a provocative necklace shaped like Israel, accented by a Palestinian flag. Although an Amazon spokesperson initially refrained from commenting on Borno’s jewelry, Jewish Insider reported on the uproar it has caused.
In response to a request from TipRanks, an Amazon spokesperson expressed concern over the ongoing violence in the Middle East: “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 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.”
This incident has sparked significant unease among Israel’s tech community. The jewelry worn by the AWS vice president has drawn parallels to the deeply inflammatory “River to the Sea…” slogan often associated with anti-Israel protests, which expresses a desire for Jews to vacate Israel.
Current Analysis of AMZN Stock Performance
Amazon’s stock remains stable, reflecting only a 2% decrease over the past three months, with a modest 2.8% increase in the last six months. With earnings just ten days away, analysts are optimistic; they predict an average price target for Amazon that suggests an 18.8% upside potential.
The controversy surrounding the AWS employee has riled many advocates of Israel, sometimes referred to as the “Start-Up Nation.” Some executives are openly discussing their intention to transition away from Amazon AWS for alternative options, potentially benefitting rivals such as Microsoft (MSFT) amid this public relations challenge.
Future stock performance for Amazon remains uncertain as the implications of this incident unfold.
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