Amazon Deletes Promo Video of Executive Wearing Necklace Featuring Palestinian Flag Over Israel
by Shiryn Ghermezian
Ruba Borno speaks at AWS re:Invent 2022 in Las Vegas, Nevada, US, Nov. 30, 2022. Photo: Noah Berger/AWS/Handout via REUTERS
Amazon pulled a promotional video this week in which one of its senior vice presidents was wearing a necklace with a pendant in the shape of the map of Israel but with the Palestinian flag imposed on top.
Dr. Ruba Borno is the vice president of global specialists and partner organizations for Amazon Web Services (AWS) and was hired by the company in November 2021. She wore the controversial necklace in a promotional clip for the upcoming AWS re:Invent conference in Las Vegas.
“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,” an Amazon spokesperson told Fox Business. “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.”
Borno has not responded to Amazon’s decision to delete the video.
According to the electrical and computer engineering department at the University of Michigan, Borno’s alma mater, the Amazon executive is a “Palestinian refugee who fled Kuwait during the first Gulf War with her family in 1990. Forced to abandon all their possessions and savings, her family was given just three days to evacuate to the United States, leaving behind everything they knew.”
The necklace worn by Borno in the recently deleted Amazon video sparked outrage on social media. Users criticized Amazon, vowed to cancel their Amazon Prime subscriptions and called for Borno to be fired. Some also noted that Alexander Trufanov, an employee of the Amazon subsidiary in Israel, was kidnapped from Kibbutz Nir Oz by Hamas-led terrorists during their deadly rampage across southern Israel on Oct. 7, 2023, and is among the 101 hostages still held captive in the Gaza Strip.
Amazon has yet to comment on Trufanov’s kidnapping, but two days after the Oct. 7 terrorist attack last year, Amazon CEO Andy Jassey addressed the massacre.
“The attacks against civilians in Israel are shocking and painful to watch,” he wrote in a post on X. “I have been in touch with our teammates there to make sure we do everything we can to help support their family’s and their safety, and to assist however we can in this very difficult time. We’re also in close contact with our humanitarian relief partners on the ground and will be supporting their efforts. Hoping that peace arrives as soon as possible.”
Borno and her family fled Kuwait when former Iraqi leader Saddam Hussein invaded the country in 1990 and came to the US as refugees granted political asylum.
“I’m Palestinian, my family’s Palestinian, and we were stateless, because Palestinians weren’t granted citizenship,” Borno said on the “No Turning Back” podcast with the McChrystal Group, a global advisory services firm. “And when Saddam Hussein invaded Kuwait, he decreed that those [harboring] American citizens could be shot on sight. One of my sisters was born in the United States, so the US embassy called my parents and said, ‘You’ve got three days to decide if you want to evacuate and move to the United States.'”
