Amazon has apologized after sending a legal notice to a fishmonger demanding that its chain of stores stop advertising ‘day one’ boat fish.

Robin Moxon, owner of four shops and a fish den in London, received an email from lawyers acting on behalf of the online retail giant asking that references to the ‘day one’ boat fish be “Taken” from Moxon’s website to prevent buyers from making mistakes. for an Amazon offer.

Following the request to remove the wording, the street vendor said he telephoned lawyers for Morgan, Lewis & Bockius and explained that the term had been used by fish vendors for “hundreds of years. years “- a response that has since elicited an apology from both. Amazon and legal practice.

‘Nice, nice little phrase‘

The US-based company, Amazon, has registered “Prime Day,” which is its tagline for an annual two-day event of offers and deals for its Prime members, as a brand.

But Moxon said the ‘first day’ catch was a ‘neat and neat little phrase’ the fishmongers used to advertise that she had top quality fish in stock – like turbot, catfish and Dover sole. – purchased from trawlers who fish sustainably for up to one day at a time.

Despite the online retailer’s setback, Moxon, a Wandsworth resident, called Amazon’s attempt to stifle the use of the “first day” brand as “heavy” and said the phrase had been popular among fishmongers before billionaire boss Jeff Bezos “was a glint in his mother’s eye.”

Basically I said to them, “Are you pissing?” “

“This phrase has been used by many people probably for hundreds of years, and I have used it regularly for 30 years.

This phrase was probably well used before Amazon existed in this country and before Jeff Bezos was a glint in his mother’s eyes.

“I have used it and will always use it, and I don’t see how it can affect their business. It was heavy and offensive.

Amazon lawyers wrote to Moxon’s on June 21 – the start of its Prime Day sales – expressing “concern” that consumers were “very likely to think of a” Prime Day “sale / advertisement event. coinciding with Amazon Prime Day is offered in association with Amazon. when this is not the case ”.

The lawyers said, “Amazon appreciates your enthusiasm for its Prime Day; however, they want to ensure that Prime Day brands are not used in this way or by other brands.

“If we can get the Prime Day references on your website and anywhere else on your social media accounts where they may exist, extracted, and your assurances of the above, we can consider this matter closed.”

After a phone conversation with Moxon, the company sent a second email later that day apologizing “for any inconvenience” after “clarifying the root of the term” first day boat “in the context of the fishing industry ”.

An Amazon spokesperson said: “This email was sent in error and we apologize for the inconvenience.”