Dr. Ruba Borno, a senior Vice President at Amazon Web Services (AWS), has been criticized recently for wearing a necklace featuring the map of “Palestine from the river to the sea” in a promotional video for the company’s upcoming re:Invent conference.
Many are outraged by the anti-Israel message, particularly given Amazon’s silence regarding the abduction of its employee, Sasha Troponov, on October 7, who is being held captive by Hamas, Jerusalem Post reported.
In the video, Borno invited viewers to join the company’s tech event. However, a piece of jewelry which she is wearing, a necklace shaped like the map of Israel but displaying the Palestinian flag in place of the Star of David, dominated attention.
The necklace’s message is clear: “Palestine from the river to the sea,” a phrase widely considered antisemitic and a call for the destruction of Israel.
Borno’s choice has sparked anger, particularly as it comes in the wake of Troponov’s kidnapping. Troponov, an Israeli hardware engineer at Amazon, was abducted by Hamas and is among 101 hostages still held by the terrorist group.
On Monday, Amazon announced that it has taken down the video.
An Amazon spokesperson told Jewish News: “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.”
STOP BYING FROM AMAZON EN MASS!!!
HIT THEM IN THEIR “POCKET BOOK” NOW
Yes, let’s all stop buying from Amazon and support local, Amazon will be left with so many diapers they will be giving them out for free.
A lot of frum yidden and Israelis make their parnassa on Amazon. They shouldn’t be punished. But what is indeed a way to let Amazon executives know that there needs to be more done than just take down the video? Not sure. Prayer always works. And: Did someone write to the Rebbe about it? We need all the hostages rescued and all Israel safe, the soldiers, the farmers, he school children etc. We want Moshiach now.
do you know how many yidden get parnasa from amazon? your decision would hurt them
then let them get another job
No. It’s their entire livelihood. Many frum Yidden don’t work at Amazon. Rather their “Store” so to speak is in cyberspace on Amazon.
put your money where your mouth is. maybe you have a job to offer them?
stop drinking water and breathing air
Wow, how can this happen??
Let’s all take to the amazon app and give them at least 100 bad zero star reviews with outrage and I Promise they will feel it!
We buy so much from them. Let’s stop and move to others!!! This is outrageous.
While there is an AWS employee held captive by terroists, this is beyond shameful!!! Bad move Amazon . Very bad move.
If it was A confederate flag, she would resign or be fired.
and firing her would also be stupid and nothing to do with antisemitism
Guys chill , many items we buy on Amazon are sold by Jewish families.
She should be fired however.
being against a secular state is not antisemitic just because it randomly calls itself the jewish state.
There are 8 million or so Jews there (kein yirbu), and its leaders are Jews. You know good and well that those who are opposing it aren’t doing so because it’s secular, but because it’s Jewish.
of the other Amazon executives specifically to her? Did they fire her? Warn her? Ignore her? Ask her to leave? Anything?
Can someone start a petition or something and get 500k + signatures? This lady got to go or maybe some lawyers can sue
shes wearing a stupid little necklace, no one cares, why does it matter?
so what she likes palestine, she isn’t killing us
just supporting those who would kill us
Last year there was an Israeli who was supposed to be present at that event due to his outstanding contribution working at amazon. He wasn’t because he was taken hostage. He is still an hostage…and NOTHING was said about it. There are many more incidents of an outrageously hostile environment in the tech industry. Amazon and Google look like the Elite colleges AND the city university of New York colleges these days. There’s a lot of brainwashing and bribery. The antidote, learning Torah and giving tzeddukah. And that blessed al pi teva efforts… Not sure what they should be. That… Read more »
She is supporting the people who are killing us, by her actions she is telling the world that she supports those who want to wipe out Isreal and the Jews that live there.
If it was a symbol of apartheid, white power, or any other racist or terrorist organization I’m guessing that would be ok also ?
She’s entitled to her perspective. But not to make a political statement while on company time, or making a company statement. So the company took down the offending video. Maybe they’ll chastise her maybe not. But it’s not an Amazon sin.
Let’s stack onto it the fact that Twitch, a company owned my Amazon, doesn’t allow new accounts from Israeli’s (countries IP range is banned). Only country in the world that is shadow banned from twitch (which began in October 2023).. They even delete comments on their official/unofficial redit if anyone dares to ask about it. super suspicious.
Just ignore it. Do not give her the attention she is seeking