Amazon sparks ridicule after telling customer in Northern Ireland that he's not in the UK

Amazon found itself the subject of widespread mockery after telling a rugby fan that Northern Ireland wasn’t part of the United Kingdom.

The company responded to a customer asking why he couldn’t watch a programme by saying it was “only available to subscribers in the UK” - despite the fact he was contacting them from Northern Ireland.

It’s not the first mistake Amazon has made this year. In February the company removed a face mask product after it was flagged by a Yahoo News UK investigation.

Chris Jones, from Ballyclare in County Antrim, contacted the company via Twitter after he found himself unable to watch a rugby match on Amazon Prime.

The company responded to him via the social media platform, saying: “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.”

Read more: 'Mr Christmas' dies on eve of turning on his lights - so daughter does it for him

Jones tried to correct the company but received another reply saying: “Many apologies but, we don't have the broadcast rights for Ireland or other territories.”

The exchange has since been shared thousands of times, with many people mocking the apparent lack of historic and political knowledge on the part of the company.

They included Irish comedian Dara Ó Briain who tweeted: “Amazon Prime have delivered a United Ireland, and before 6pm on the same day.”

Eventually, Amazon tweeted an apology to Jones, saying: “We apologise for the error in our colleague’s response.

“Our Prime Video subscribers in Northern Ireland and the rest of the UK can access and watch the Rugby Autumn Nations Cup on Prime Video as part of their subscription.”

Watch: Why can't governments just print more money?