On Wednesday, Amazon launched an online marketplace in Sweden, which will allow Swedish customers to order from Amazon without going through other European countries' Amazon marketplaces and incurring high delivery fees. But errors on Amazon's site drew criticism on the very first day, as mistranslated listings (some comical, others offensive) and even an unintentional substitution of the Argentinian flag for the Swedish one irked the site's first users. Amazon responded by saying that it is committed to improving the customer experience and asking shoppers to provide feedback on any product pages that contain errors.
Sweden is the 17th country where Amazon has set up an online store. In Europe, Amazon has set up online stores in the U.K., Germany, France, Italy, Spain, and The Netherlands, where it launched just six months ago.