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6 Ridiculously Bad Translations from Amazon Prime Day

If you’re an Amazon Prime junkie, I don’t need to tell you that Tuesday was Prime Day. Your bank balance is probably enough of a reminder. For everyone else, Prime Day is Amazon’s self-created sales holiday, with deals on just about everything.

Amazon itself excels at localization. And we’ve held them up as an example of a company that gets it right.

But that’s not always true of the third-party sellers that offer their products in the Amazon marketplace. Product descriptions are provided by the sellers, not by Amazon. All too often, the sellers lack either the will or the resources to make quality translations a priority.

And the results can be hilarious, as these 6 examples of bad Prime Day translations prove. Here are a few of our favorites:

That Amorous Feeling

I mean, really, who wouldn’t want to adorn their house with a “decorative fish net of strong Mediterranean Sea amorous feelings?” Read more

International marketing – adverts on a train line

7 International Marketing Campaigns That Failed to Translate

We’re inundated with marketing campaigns every hour of every day – from billboard advertisements to events and the articles we read. But there’s a fine line between a campaign that succeeds and a campaign that fails to resonate with its intended audience.

Companies will often spend millions on marketing, with even the tiniest details (such as phrases and hair colour) carefully considered.

The problem comes when a brand decides to expand internationally and fails to carefully adapt its messaging for an international audience. At the very least this is likely to result in an unsuccessful campaign. But in many cases it can result in a hugely damaging (if sometimes quite amusing) cultural blunder. Read more

Translation Gone Wild: 5 Translation Mistakes from 2017

Over the past year, machine translation has made significant progress. Tech giants like Google, Microsoft, and Facebook are building powerful Neural Machine Translation (NMT) systems modeled after the human brain.

NMT offers improved accuracy compared to older machine translation systems. To hear the headlines tell it, that means all of our translation problems are solved. Who needs a human translator when you’ve got artificial intelligence?

But if that were true, we wouldn’t have these amusing translation mistakes to share with you, would we?

Google Can’t Translate the South African Parliament


Voice-to-text translation sounds amazing, in theory. Just speak into a microphone, wait a few seconds, and “Voila!” The system automatically translates your words, and you don’t even have to lift a finger.

And it is amazing when it works. But therein lies the rub. Regional accents and dialects can throw these systems off.

For example, the video above shows what happens when Google tries to translate a South African Parliament session.

Read more