The online retail giant accidentally stepped into a political debate on Twitter after a customer from Northern Ireland was told that he could not watch a rugby game because he wasn't in the UK.
Chris Jones, a writer from Ballyclare in County Antrim, contacted the firm due to an issue with his Amazon Prime subscription.
In response to his inquiry, Amazon told him: "Thank you for that information. We apologize but upon reviewing your location you're in Northern Ireland. Rugby Autumn Nations Cup coverage is exclusively available to Prime members based in the UK. We don't have the rights to other territories."
Jones subsequently pointed out that Northern Ireland is part of the UK - but Amazon reiterated its original stance.
The company said on Twitter: "Many apologies but, we don't have the broadcast rights for Ireland or other territories."
However, Jones - whose tweets have gone viral on the micro-blogging platform - again pointed out the error to the retailer.
He wrote: "I understand that, but I live in Northern Ireland, which is in the UK. So if you have the rights for UK customers, surely it should be available?
"Or, because I signed up when I used to live in the Republic of Ireland, is that the reason? And can this be changed? Thanks."