• by Ray Schultz , Columnist, September 20, 2017

Amazon, widely seen as a leading ecommerce practitioner, was caught in an embarrassing gaffe on Tuesday.

It sent emails congratulating customers that someone had bought a gift for them from their baby gift registry.

The only trouble was that some recipients had not signed up for the registry — nor are they expecting babies.

“Amazon just informed me that someone has purchased a gift from my baby registry,” wrote one woman, Today reports. “My baby is 21, and hopes it's a keg.”

Another commented: “Guess I’m not the only person (who isn’t having a baby) who just got an email from Amazon about my (non-existent) baby registry.”

Amazon blamed the problem on a technical glitch that caused it to “inadvertently send a gift alert e-mail earlier today,” a spokesperson said, according to media reports. “We apologize for any confusion this may have caused.”

Some customers wondered if the email was part of a phishing attack.

It’s not often that we can have a laugh at Amazon’s expense — we should enjoy it while it lasts.

Not all of the emails were sent in error: Fortune reports that the majority of recipients in its office had signed up for a baby or wedding registry with Amazon.

The email read as follows: 

"Hello Amazon Customer,

"Someone great recently purchased a gift from your baby registry! You can visit your Thank You List to easily keep track of all gifts purchased.

"PS: Remember some Gifters like when it’s still a surprise.

"Have a great day! 

"Your Amazon Baby Registry Team

Among the many Twitter comments was one calling the email “inappropriate.” Another said:  “Do not open the Baby Registry email from Amazon. It is a trick from the Wizard Bezos and you will become pregnant with Alexas.”