Amazon launched its e-commerce site in Sweden on Wednesday but the online retailer's debut was marred by spelling mistakes and translation errors. The Amazon.se site is Amazon's first move into the Nordic countries although Swedes have long been able to order goods from British and German Amazon sites. Early shoppers were quick to point out a slew of spelling mistakes on the Swedish site and translation errors, such as a greeting card with a rooster being described with a rude reference to male genitalia. Some speculated the mistakes may have been part of the company's marketing strategy. But Nicklas Storakers, CEO of price comparison site Pricerunner, called the launch "the worst botched work I have ever seen," in comments to the website Breakit. He also noted an apparent lack of launch day discounts. Amazon boasted the availability of 150 million products across 30 categories, but retail analyst Daniel Schmidt at Danske Bank, described it as akin to an "Amazon light" to news agency TT. Schmidt also said he doubted that Amazon would be able to become as dominant in Sweden as it has in the US, the UK and Germany. "It's a different thing to enter Sweden in 2020 than it was to enter Germany and England 20 years ago," Schmidt told TT. jll/rl/lc