#163 Amazon’s Stumble in Sweden
A warning at the beginning: This post includes language that some may find offensive. And it might hold some surprises. The first surprise may be that Amazon only recently – during the second half of 2020 – opened a national site in Sweden. In fact, the first one in Europe’s Nordic countries. The second surprise is that a company as professional as Amazon – a company that has all the resources at its disposal that others can only wish for – makes mistakes when entering a new country that are embarrassing and could have easily been avoided. So, what happened? After having had country-specific sites in several European countries, Amazon had decided to get more serious about Sweden, Europe’s 10th largest economy by GDP. Entering the market required significant investments in local logistics infrastructure and, of course, the launch of a dedicated site, Amazon.se – Amazon’s 17th local portal worldwide. The new site allows Swedes to stop ordering from other European Amazon stores and order locally, instead. Naturally, new products had to be added, and translations into Swedish were necessary. Unfortunately, the launch didn’t go as smoothly as planned thanks to a number of glaring mistranslations. And this is where the “R” rated section of this post begins.
To cite a few examples, products that included rapeseed flower were translated into Swedish as “våldtäktsblomma”, using the Swedish word for rape (instead of “rapeseed”); the descriptions of greeting cards and t-shirts with the pictures of a rooster were translated into the Swedish “massiv kuk”, slang words referring to oversized male genitalia; an item branded as “Kitty Cat Hair Brush” became “Fittig katt vit hårborste” (“Vagina Cat”), and another item was listed as “child sex attack t-shirt”; a collection of World War II-era Russian infantry figurines was labeled “Russian Toddlers”, frying pans were referred to as items for women, and a silicone baking mold was described as “suitable for chocolate, feces, goose water, and bread”. In addition to these embarrassing translation mistakes, the site also offered a shower curtain with swastika symbols and – to top it all off – Amazon proudly displayed the Argentinian flag instead of Sweden’s on the country selector.
Amazon blames it all on on automatic translations powered by artificial intelligence. As at the British newspaper The Guardian reported, Amazon thanked its customers for pointing out the mistakes and explained that it was only “day one” for Amazon in Sweden. Amazon founder and CEO Jeff Bezos is known not to be one who is very forgiving of mistakes and poor performance, so it’s certain that these errors will be fixed soon (and that someone’s head will roll). The memory of the botched start in Sweden will live forever, though.
November 4, 2020 @ 11:15 pm
Great post! It is humbling that a company as big, and as successful, as Amazon can make a mistake like this. It should be a cautionary tale for other companies who are looking to move into international markets they are unfamiliar with. I am not suspired that the AI had issues translating the names of all the products on the site correctly because that is a tough thing to ask of AI. However, a company like Amazon has the capital in place to hire a team that could double check the AI translations on the site before it’s launch. In my opinion they should have put together a Swedish team who could use AI to find all the inappropriate words on the site and evaluate whether they belong. Though this sounds like a lengthy process, Amazon has the capital for the AI and the capital to hire a large enough workforce who could tackle this problem in a short period of time.
January 12, 2021 @ 4:35 pm
Thanks for sharing Amazon’s “lost-in-translation” case in Sweden!
Most of the mistranslated words shown in the post account to 2 or more meanings in just one word, which is also called a homonym-word. I have personally experienced this kind of translation errors many times when working or travelling internationally. In my opinion, these lost-in-translation cases are not only common for Sweden, but also for the rest of the world. For me personally, it is a little bit entertaining that these kind of translation mistakes also happen to the online giant Amazon.
I would have bet that Amazon is having some of the best AI – algorithms when it comes to translation, because the company is already operating globally for a long time. Now I wonder if there are more mistakes like this and only Sweden noticed because of the offensive content.
In summary, the post points out that for global business processes it should not be solely relied on computer assisted translation, but also on experts.
January 17, 2021 @ 11:09 pm
There is no doubt in my mind that AI has benefits that have enriched the lives of customers and of businesses alike, however, this is a great example that demonstrates that AI is still a work in progress (at least, in the area of linguistics) and that companies should be cautionary on how and to what extent they should use AI – especially with regards to ‘delicate’ topics.
It also highlights that market entry is not only about high-level aspects such as benefits, costs, and management, but also about ‘simpler’ things like speaking the language of the customer (literally, in this case) and getting cultural differences right.
Of course, international expansions are highly complex and require a lot of preparation, however, managing to localize content and product descriptions is the least a big company like Amazon could do when entering a new market and reaching out to new customers – after all, they are certainly not short of money to hire some external translators and could thereby avoid selling “Russian toddlers” or “Vagina cats” on their marketplace.
January 24, 2021 @ 9:28 pm
Even though in Austria it is now almost declared a taboo to order from Amazon (“they do not pay ANY taxes in Austria”), I must openly admit that I still order there. Unfortunately, hardly any other online retailer can keep up with Amazon in terms of service, reliability and speed.
I also often smile about the really bad translations of many German product descriptions when shopping on amazon.at. The worse the translation (and be it only small spelling mistakes), the less I am willing to buy the described product. If it is high-priced, I resist buying it at all because in my perception the bad translation might go hand in hand with inferior quality or even with fake products. In this respect, I think it’s crucial that sellers who want to increase sales and raise brand reputation put a lot of effort in a high quality translation of their offered products in order to offer perfect service to their potential customers.
It will be exciting to see how successful Amazon will perform in Sweden – after all, the market entry there took place very late, only 20 years after Amazon has started in Germany for example. Furthermore, the e-commerce trade in Sweden has been digitally well positioned for years. Online shopping accounts for 15 percent of total trade in Sweden, including groceries (and these numbers are from pre-pandemic times). There are around 15,000 internet retailers in the country of only ten million inhabitants!
January 26, 2021 @ 8:36 pm
Interesting story of a yet extraordinary company. In my opinion, this example clearly shows that sheer size of a corporation can also be a burden when entering a new market. With 150 million products in 30 categories the choice to use artificial intelligence for translations is glaringly obvious. Especially considering Amazon’s involvement in these new computational areas. Nevertheless, a local team of native speakers could have anticipated the most critical errors and supported the translation with artificial intelligence.
In today’s globalized world, most of us are familiar with these types of spelling mishaps, in my experience particularly with Asian and Chinese vendors. But since technology advances in an everlasting increasing pace, I am confident that we will see these errors less and less in the future. Until then, (large) organizations are well advised to take advantage of a local team and linguistically skilled people to support a smooth foreign expansion without accidental worldwide amusement.
January 31, 2021 @ 4:52 pm
Thank you for sharing this interesting case with us!
It is astonishing that Amazon, a well-established and globally experienced company with tremendous resources, can make mistakes like that when entering a new country. Clearly, AI is a helpful tool for translating the immense amount of products Amazon is selling online, but AI is still a work to progress. However, it is not possible to check the translation of each product precisely by an expert, but maybe a combination of AI with human workforce to detect such wrong mistakes would be a good idea.
In my opinion, the translation problem could be somehow more understandable as Amazon is selling millions of products and technology is not fully developed, but what really surprises me is that Amazon used the wrong country flag – the Argentinean flag instead of the Swedish one. How can something like that not be seen/checked before going live? Amazon has many resources, money and workforce wise, and it is not the first time that they are entering a new market. Before doing so, it is crucial that also the product is ready for the new market in order to achieve success.
February 23, 2021 @ 5:28 pm
I can’t get my head around how Amazon, a company with (nearly) unlimited resources and a lot of experience in entering new markets, was able to mess this up. Using some translation software is one thing, and quite understandable when building an online-shopping portal like Amazon’s in a new language, but that is no excuse for such mistakes.
Also, the use of software to translate product labels and specifications surely is nothing new, especially for Amazon. From July 2017 until the end of 2020, 6 dedicated Amazon websites have been launched, five of which don’t use the English language.
At least the company handled this situation with dignity, thanking its customers for pointing out the mistakes and asking them to keep reporting them so Amazon can change the labels. Alas, the (reputational) damage is done, and it remains to be seen how well and how quickly Amazon will recover from disaster in Sweden.
February 24, 2021 @ 12:34 pm
I am puzzled by the great contradiction in this story from Amazon. Swedes could have ordered on Amazon before but were honored with a local portal, tailor-made for their market. What then happened, seemed like a mockery to Swedish customers, instead of this nice concession.
What I assume happened here: Amazon did a great job in the market entry preparation, like setting up the infrastructure for a fast local delivery service or adding valuable Swedish articles. Then, something we all know happened. The last delicate steps before completion. Let me give an example: You can put great effort in a project, and you may have created the best thought out and sophisticated presentation, and by some unfortunate circumstances, you oversee a typo on the first slide. People will be aware of that small typo and undervalue your entire work. You can be 99% perfect, but a little mistake in the wrong place messes it all up. There is an old rule saying, that even if everything is crap, the names must be spelled correctly. I think that is what happened here with the wrong flag, a minor mistake at the wrong place – where everyone is aware of it – leads to doubts about the entire work.
Still, I am very confident that Amazon will succeed in the Swedish market and look back at it as an occasion for some initial marketing.
April 7, 2021 @ 1:35 am
When companies venture internationally, they must plan their market entry carefully for the best chance at success in each territory. In fact, it has been shown that systematic firms achieve better performance, even if that firm happens to be born global, an established multinational, or a first-timer. The steps prior to international market entry generally include assessing corporate readiness, product readiness, target market selection, and entry mode choice. Amazon’s venture into Sweden was quite the opposite of a carefully planned execution as they failed to successfully meet the second step of market entry, product readiness.
In this case, the product that was not ready was Amazon’s poorly translated Swedish website titles that were created using artificial intelligence and contained many inappropriate and offensive language mistakes. Additionally, the Swedish flag which was supposed to show at the top of the website in the country selector, showed the Argentinian flag instead. These embarrassing mistranslations and images on the new country-specific Swedish Amazon website were fixed after the fact when customers pointed them out to company affiliates, but this could have been avoided altogether if the corporation had adapted better to ensure that the local language was communicated properly during their planning stages.
June 19, 2021 @ 4:09 pm
Thank you for sharing this interesting story! It is quite surprising to hear that a company as experienced and successful as Amazon made mistakes like this when entering a new market.
In my opinion this case shows that even international giants must plan their market entry carefully and it seems Amazon’s venture into Sweden was quite the opposite of a strategic entry. However, I am not very suspired that the AI had issues translating the names of all the Swedish products correctly. We all probably have seen many spelling mistakes on the internet. Altough, these embarrassing mistranslations and images on the new website could have been avoided if for instance a local team of native speakers would had supported the translation. After all we still can’t trust the machines blindly and should always double-check. I am sure the online giant Amazon has the resources to hire a Swedish team that could check the AI translations before going online to avoid these embarrassing mistakes for all the future market entries.
July 10, 2021 @ 5:01 pm
It is surprising, that even a big company like Amazon has problems entering a new market. You should assume that Amazon did their market research – which they probably did – but after entering several markets they should have also known that language is an important part.
To translate a website with so many products it is obvious to use AI, but the transla-tion should always be checked. A mistake like this will not be forgotten fast especially in the concerning country and if something like this will happen again the reputation of Amazon will slowly decrease. Not to think of what would have happened if this were a more conservative country.
The fast reaction to this mistake was important but Amazon should not perform like that again in Sweden. And for the next time they should check if there is offensive language before they go live.
July 11, 2021 @ 5:47 pm
What a good example, that machine-translation can hardly ever completely replace human translators!
Machines cannot choose the right words, when they have two meanings. Machines do not have emotions and therefore can only translate word by word, which more often than not results in very strange wordings. You would have thought, Amazon does not make mistakes like this, mistakes you would expect from newbies in international business.
The post shows, that translation is not simply done by tiping the words into the computer and then copy and paste. When entering a new market it is not only essential to know the buyer’s preferences, but also to understand differences in the use of language. What might be a good joke in one language might be taken offensive in another. So translation should be done by experts, of course with the help of algorithms, but also with the understanding of emotions and cultural differences of a human.
December 3, 2021 @ 8:06 pm
This is interesting because it shows no matter how big or successful a company can be, they still make mistakes. Especially for Amazon who has resources everywhere, they made a simple translation mistake which changes the context of everything. Understanding the language difference and meanings can play a large impact on where you stand in that market, especially if it is outside of your usual business boundaries. Of course for a company like Amazon, they most likely would have done their research, but the simplest mistakes were seen a completely different way. Due to this translation mistake, Amazon can learn and grow from their mistake when entering new markets in other countries.
December 3, 2021 @ 9:24 pm
It is truly crazy to think that a company of this size can make such massive mistakes as the ones listed above. I feel that using the Artificial Intelligence as a scapegoat was really immature on the company’s part. AI is still man made. While is it created to do that work that humans used to have to do, it still needs to be reconfigured and checked. All of these mistakes listed above could have easily been avoided had Amazon done their research more and even headed out to someone who is a Swedish native who is fluent in the language. As mentioned at the end of the article, these mistakes were quickly fixed, but they will always be remembered. Mistakes like these ones can ruin a companies reputation, and honestly I am surprised that they were not talked about more here in the U.S. Even with Amazon making mistakes, a majority of buyers are using Amazon, due to their quick shipping and massive amounts of items available. Therefore, the company would have to make bigger mistakes than the ones listed above to change their reputation or stop users from buying from them.
December 10, 2021 @ 3:33 am
I am really surprised they did not have people looking over their translating, and what kind of automatic translator they used! A company as big as amazon who has more than enough capital to do extensive market research should not have even been able to make this massive mistake. Even worse than the translating I think was how they managed to mess up by putting the wrong flag on their website, whereas the right flag was only a google search away.
When opening up in another country you would at least think they did enough research to know the flag of the country? When going to different countries I think hiring translators for your business is a must. From the first time I started learning a second or a third language the first thing we are told is how bad automatic translators are. The money spent on a translator is definitely worth it when this could be the outcome.
December 17, 2021 @ 10:55 pm
After reading how Amazon used Artificial Intelligence to translate English to Swedish when opening a National site in Sweden, the backlash was expected, but I cannot help but empathize for the company. Overall, Amazon executed the necessary steps to properly internationalize their service in a foreign country. First, they did proper research, knowing that Sweden’s economy (by GDP) is top 10 globally and therefore, a popular market to enter. Second, they made the large logistics and infrastructure investments needed to enter Sweden’s market. Third, they created a new website for the local Swedes and added products to match Swedish cultural interests. Unfortunately, where Amazon went wrong was using AI instead of a human to do the translation work. Moving forward, Amazon should focus on the concept of outsourcing when translating their products into a foreign language. Outsourcing can be defined as taking a job and shipping it out to a cheaper location. If Amazon chooses to outsource the job of translating, for instance, to India, they will not only save money in the long run but also have accurate translations of products to avoid any offense to the locals of that country. Yet, it is important to keep in mind Amazon must train these outsourced employees thoroughly and focus on hiring bilingual employees for this specific job description.
January 20, 2022 @ 6:56 pm
I am in agreement that it seems like it should be impossible for Amazon to make mistakes of this scale given their size and power. It is remarkable how many companies will try to make such major business movies while also doing the bare minimum in researching how it will be received or even just checking the quality. Amazon is absolutely deserving of every ounce of criticism sent their way, they are simply too big of a company for errors this pedantic.
Even simple problems in translation can be “forgiven” to an extent, however displaying the Argentinian flag as opposed to the Swedish flag crosses the line into outright ignorance. The first transition is arguably the most important time for a company, that first impression needs to be perfect, otherwise the relationship between the brand and the community will immediately be on the rocks. I think there is likely an err in management somewhere in Amazon, a managerial focus on speed as opposed to quality and therefore foregoing detail orientation. Even though Amazon could afford to hire another 10 people just to ensure everything was a success, that does not mean they care enough to do so.
January 21, 2022 @ 2:54 am
This is a really interesting article. It was shocking to me to make such a translation error even in a global giant like Amazon. Also, as mentioned in the article, the fact that Amazon opened a national site in Sweden in the second half of 2020 surprised me. I thought Amazon had expanded all over the world long ago. Also, in my imagination, it was surprising that a global company like Amazon didn’t have Swedish staff or didn’t ask them. Most cultural conflicts are caused by not listening to the local people, as is often said in other cases. In this case, we reaffirmed that it is important for internationalizing companies to not overconfident in technology and to exchange information with local people.
February 8, 2022 @ 8:26 am
Amazon definitely had a blunder with that one. One would think a multi-billion-dollar company that has operations all over the world with websites operating in different languages would have caught that mishap prior to launching its Amazon.se site. I would not be surprised if Jeff Bezos fired the person or people at the helm of that launch. The biggest faux pas was putting the Argentinian flag instead of the Sweden flag on the country selector, that is a major oversight that should not have happened.
It makes sense Amazon would have used an automatic translator to translate its millions of products into Swedish. But unfortunately for Amazon automatic translators are not error proof as automatic/machine translation programs have disadvantages as they are unable to pick up on cultural nuances, contextual content clue, word alignment, words with multiple meanings, structure of language and local slang. Even if Amazon would have had quality controls in place to check the translation – the sheer volume of items, descriptions, terms, etc that would need to be manually checked is astronomical. Amazon did what any company of its size would have done – apologize for its mistake, thank its customer for their feedback, fix the issue and move on. But “the errors drew additional mockery because of the high rates of English literacy in Sweden. Golf clapping for everyone at Amazon involved in the genius decision of doing garbage machine translation for 95+% of the site from a language that most people in Sweden can understand, tweeted by Jake Shadle, a Stockholm-based games developer” (Hern, 2020).
Amazon is not the first or the last company that will get automatic/machine translation wrong as many companies have tried and learned the hard way that corporate branding or slogans don’t always translate the same way in other countries and/or languages. For example, KFC’s slogan of “finger licking good” used in the US, and literally translating to “eat your fingers off” in Chinese, did not sit well with Chinese consumer. KFC obviously has to change the slogan to appease to Chinese consumer, but not after the embarrassment of first putting it out there.
Overall, the Sweden mishap I am sure was a lesson learned by Amazon as it continuous on its quest for world domination.
Hern, A. (2020). Amazon hits trouble with Sweden launch over lewd translation. The Guardian. Retrieved February 8, 2022, from https://www.theguardian.com/technology/2020/oct/29/amazon-hits-trouble-with-sweden-launch-over-lewd-pussy-translation
March 8, 2022 @ 1:24 pm
In my opinion, it is unclear, whether Amazon made basic mistakes that usually should not happen or whether the country of Sweden was an experiment for their AI. As mentioned in the article, Sweden is far from being the largest economy of the European Union and with a population of roughly 10 million people, the number of potential customers is also limited (even if Norway and Finland are added).
Based on the provided information it might be that Amazon wanted to test their new algorithms in a country, where even a worst-case scenario would only cause limited damage. It is obvious that such an event occurred and that the AI tools were not suitable for the given task. However, having such a scenario in Sweden is probably not as tragic as having such an issue in Germany, China, or Japan.
Thus, it may be interpreted as incompetence and unsuitable technology, but at the same time, it is not uncommon for companies to have test markets before rolling out to more relevant ones. I pursued the same approach in my company, choosing smaller countries to test products and solutions first before moving to larger ones.
March 10, 2022 @ 11:03 am
Great post. It shows how important it is to learn about the culture and local conditions before entering a new market and country as a company. Just in terms of translation errors, there are countless other examples of companies that have had the same thing happen to them. One of the most famous examples is the launch of the Mitsubishi Pajero in Spain, where the product name has a completely different meaning than originally intended by the Japanese carmakers. Amazon already has a lot of experience in entering new markets with new cultures and languages and, unlike small companies, has countless resources at its disposal to deal with all the aspects and challenges of a new market. For this purpose, Amazon has its own internal expansion departments, which should deal with exactly this topic down to the smallest detail.
I think it’s very daring to put all the blame on automatic translation, since the use of algorithms controlled by artificial intelligence still requires the necessary control authorities and corresponding preliminary checks.
Regarding marketing, the company has reacted appropriately here and thanked the customers for the tips. Thanks to the rather moderate size of the Swedish market, the damage was limited.
March 13, 2022 @ 4:07 pm
Whoever shared this blogpost – it is brilliant! Besides that, it directly draws attention towards a not so innovative topic named cultural diversity. The fact that we are living in a globalized 21st century where businesses are doing business all around the globe on a daily basis makes it hard to believe that stories like this are still happening. Bizarr on the one hand, but of even further notice should be the fact that Amazon has already entered over 60 countries and still faces ‘simple’ cultural challenges.
On the other hand, mistakes are being made in order to learn from them and do not do it again in the future. And as Elon Musk is presenting himself, I am sure that this translation-mistakes will not occur in the near future.
Last but not least, this post again indicates that innovation, technology, and AI are brilliant, but they should always be double checked before relying on them.
April 4, 2022 @ 7:25 pm
When large organizations are about to enter a new market, the most critical steps are researching and planning. A detailed planning and research of the new market is needed to underpin strategic development and operational execution. Amazon which is one of the Big Five American information technology companies and which has already entered markets all around the world should not make mistakes like this one mentioned in the article. On the other hand, Amazon also launched in the Netherlands, which is somehow comparable in terms of size and language difficulties. They did not make any mistakes in their translations there, with the outcome that the launch did not generate any headlines compared to the launch in Sweden. In Sweden Amazon definitely made the people aware of their launch which is always a fundamental cornerstone when launching a new branding or product
This was a mistake that should not have happened but due to the awareness they created it was propably also beneficial for them to some extent.
April 15, 2022 @ 7:08 am
This is a very interesting example of not paying close attention to the culture in the country you chose to expand to. Using artificial intelligence to translate important information without double checking it is a rookie’s mistake at best and a total failure by project management at worst.
Especially for a country like Amazon, which operates its own distributed labor marketplace with “Amazon Mechanical Turk” should know best how to deal with tiny tasks that cannot be automated. The cost of outsourcing these tasks to crowd labor would be minimal compared to the negative effects from this PR desaster.
However, it seems this was not Amazon’s only problem, as apparently the e-commerce market was already far developed in Sweden, and the new site offered very few regional products in the beginning. It seems the company was simply not ready with its preparations for market entry, but rushed it in the to meet a deadline, which has probably been highly advertised beforehand. It is to be seen how Amazon in Sweden progresses after this rocky start.
July 3, 2022 @ 8:55 pm
This blog post greatly shows that we shouldn’t rely on Artificial Intelligence – and in that case, computer assisted translation – completely, but still acknowledge the importance of the human factor. Even though technology is necessary nowadays, as it simplifies a lot of processes, we shouldn’t forget about checking everything in person before publishing it. This is especially important to big global players like Amazon, as mistakes could lead to a loss of costumers as well as bad reputation. When entering a new market, it is essential to check differences not only in use of language but also in culture in general. This way, it should be avoided to offend a nation in a way that could have easily been prevented.
In conclusion, considering and understanding differences in culture as well as checking the actual meaning of words with the help of experts is a must before launching a new website!
July 4, 2022 @ 6:43 pm
Of course this mistake shouldn’t have happened – even worse that it happened for the world’s biggest product retail platform. What I personally gain out of this is that those words and phrases – as so often in other languages as well – have multiple meanings, adding that no one knows the source used for translation the phrases mentioned in the post. The lesson learned here is that websites should always be double checked by experts or even native speakers before having them published. This mistake can cost Amazon highly, especially when entering a new country and certainly having to expect a lot of traffic on the website, given the size and population of Sweden combined with the popularity of Amazon. Specific culture’s may not be forgiving about such a mishap, that is why in my opinion every company should learn from this uncomfortable situation.
July 6, 2022 @ 4:05 pm
This post clearly shows off what happen if you don’t have a closer look on the country’s
behaviour, habits, and culture if you want to enter a market. It is one thing to don’t have
a closer look if the flag of the country is right, but another thing is to don’t translate in
a correct way. This is very offensive and if you are a big company, this shouldn’t be a
problem. Of course, it is understandable to use artificial intelligence because you can’t
translate more than 150 million products as a person. It takes a lot of time, but in some
cases, it might be thoughtful to have a closer look on the translation of the computer.
As you can read in the article, some words have a different meaning due to the
translation and were misunderstood by the society.
In my opinion it doesn’t matter if you are a big company or a Start-up either way you
should have a closer look on the market you enter and be sure about what you are
doing when entering. But for a bigger and international company it is kind of
embarrassing, because you have resources and sometimes more money in order to
deal with or to prevent such issues.
July 8, 2022 @ 10:23 am
Thank you for sharing this interesting case with us!
Language Mistakes happen very often and Amazon as you mentioned should know better. I think a problem is that some companies just focus on making no mistakes and that simply leads to such common mistakes. Amazon – a company that you think has an infinite number of resources – should know how to use them right. This error shows that even the best translation software is not error-free and that the human factor is still not replaceable. Native speakers would have recognized such errors and the mistake could have been avoided quite easily. In this context, we learn again the importance of international companies not relying too much on technology.
December 2, 2023 @ 6:14 pm
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