Amazon’s Ruba Borno, vice president of Global Specialists and Partner Organizations at Amazon Web Services, has sparked controversy by wearing a necklace resembling a map of Israel with the Palestinian flag in a promotional video. The pendant includes the areas of the West Bank and Gaza Strip, which Palestinians claim for a future independent state. Borno, herself of Palestinian descent, wore the necklace in a video meant to promote a company conference in Las Vegas, but its release has drawn ire online, with some calling for boycotts and tagging Amazon executives.
The timing of the controversy is significant, as Amazon has faced mounting pressure to address the abduction of Sasha Troufanov, a 31-year-old Amazon engineer who was taken hostage by Hamas on October 7. Troufanov, who worked for Amazon subsidiary Annapurna Labs in Israel, was captured alongside three family members, and his father was killed in the attack on Kibbutz Nir Oz. Many Amazon customers, shocked at the company’s silence over the kidnapping, took to social media with outrage over the promotional video.
Amazon has since removed the video, stating that it “was not meant to be a political statement” and that it will be reposted in the coming days. The tech giant also affirmed its support for employees based in the region, stating that leadership has been in “regular contact” with those affected. However, Borno’s display has divided opinions online, with critics and supporters both speaking out.
Meanwhile, Borno has reportedly deleted her X account following the backlash. She has been with Amazon since 2021, previously holding leadership roles at Cisco, Experian, and Boston Consulting Group.
As Amazon’s internal and public responses continue to unfold, the controversy has ignited wider discussion about the impact of personal symbolism and corporate responsibility in times of international crisis.
