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Amazon Deletes Promo Video of Executive Wearing Necklace Featuring Palestinian Flag Over Israel
Ruba Borno speaks at AWS re:Invent 2022 in Las Vegas, Nevada, US, Nov. 30, 2022. Photo: Noah Berger/AWS/Handout via REUTERS
Amazon pulled a promotional video this week in which one of its senior vice presidents was wearing a necklace with a pendant in the shape of the map of Israel but with the Palestinian flag imposed on top.
Dr. Ruba Borno is the vice president of global specialists and partner organizations for Amazon Web Services (AWS) and was hired by the company in November 2021. She wore the controversial necklace in a promotional clip for the upcoming AWS re:Invent conference in Las Vegas.
“The violence and loss of life happening every day in the Middle East is tragic, and at Amazon, our hearts and thoughts are with any person or community that’s affected,” an Amazon spokesperson told Fox Business. “Our leadership remains in regular contact with our teams based in the region to offer our support. The video shot was not meant to be a political statement, but we’ve taken down the video and will repost a new one in the coming days.”
Borno has not responded to Amazon’s decision to delete the video.
According to the electrical and computer engineering department at the University of Michigan, Borno’s alma mater, the Amazon executive is a “Palestinian refugee who fled Kuwait during the first Gulf War with her family in 1990. Forced to abandon all their possessions and savings, her family was given just three days to evacuate to the United States, leaving behind everything they knew.”
The necklace worn by Borno in the recently deleted Amazon video sparked outrage on social media. Users criticized Amazon, vowed to cancel their Amazon Prime subscriptions and called for Borno to be fired. Some also noted that Alexander Trufanov, an employee of the Amazon subsidiary in Israel, was kidnapped from Kibbutz Nir Oz by Hamas-led terrorists during their deadly rampage across southern Israel on Oct. 7, 2023, and is among the 101 hostages still held captive in the Gaza Strip.
Amazon has yet to comment on Trufanov’s kidnapping, but two days after the Oct. 7 terrorist attack last year, Amazon CEO Andy Jassey addressed the massacre.
“The attacks against civilians in Israel are shocking and painful to watch,” he wrote in a post on X. “I have been in touch with our teammates there to make sure we do everything we can to help support their family’s and their safety, and to assist however we can in this very difficult time. We’re also in close contact with our humanitarian relief partners on the ground and will be supporting their efforts. Hoping that peace arrives as soon as possible.”
Borno and her family fled Kuwait when former Iraqi leader Saddam Hussein invaded the country in 1990 and came to the US as refugees granted political asylum.
“I’m Palestinian, my family’s Palestinian, and we were stateless, because Palestinians weren’t granted citizenship,” Borno said on the “No Turning Back” podcast with the McChrystal Group, a global advisory services firm. “And when Saddam Hussein invaded Kuwait, he decreed that those [harboring] American citizens could be shot on sight. One of my sisters was born in the United States, so the US embassy called my parents and said, ‘You’ve got three days to decide if you want to evacuate and move to the United States.’”
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Israel to Issue 54,000 Call-Up Notices to Ultra-Orthodox Students

Haredi Jewish men look at the scene of an explosion at a bus stop in Jerusalem, Israel, on Nov. 23, 2022. Photo: Reuters/Ammar Awad
Israel’s military said it would issue 54,000 call-up notices to ultra-Orthodox Jewish seminary students following a Supreme Court ruling mandating their conscription and amid growing pressure from reservists stretched by extended deployments.
The Supreme Court ruling last year overturned a decades-old exemption for ultra-Orthodox students, a policy established when the community comprised a far smaller segment of the population than the 13 percent it represents today.
Military service is compulsory for most Israeli Jews from the age of 18, lasting 24-32 months, with additional reserve duty in subsequent years. Members of Israel’s 21 percent Arab population are mostly exempt, though some do serve.
A statement by the military spokesperson confirmed the orders on Sunday just as local media reported legislative efforts by two ultra-Orthodox parties in Prime Minister Benjamin Netanyahu’s coalition to craft a compromise.
The exemption issue has grown more contentious as Israel’s armed forces in recent years have faced strains from simultaneous engagements with Hamas in Gaza, Hezbollah in Lebanon, Houthis in Yemen, and Iran.
Ultra-Orthodox leaders in Netanyahu’s brittle coalition have voiced concerns that integrating seminary students into military units alongside secular Israelis, including women, could jeopardize their religious identity.
The military statement promised to ensure conditions that respect the ultra-Orthodox way of life and to develop additional programs to support their integration into the military. It said the notices would go out this month.
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Influential Far-Right Minister Lashes out at Netanyahu Over Gaza War Policy

Israeli Finance Minister Bezalel Smotrich attends an inauguration event for Israel’s new light rail line for the Tel Aviv metropolitan area, in Petah Tikva, Israel, Aug. 17, 2023. Photo: REUTERS/Amir Cohen
Israel’s far-right Finance Minister Bezalel Smotrich sharply criticized on Sunday a cabinet decision to allow some aid into Gaza as a “grave mistake” that he said would benefit the terrorist group Hamas.
Smotrich also accused Prime Minister Benjamin Netanyahu of failing to ensure that Israel’s military is following government directives in prosecuting the war against Hamas in Gaza. He said he was considering his “next steps” but stopped short of explicitly threatening to quit the coalition.
Smotrich’s comments come a day before Netanyahu is due to hold talks in Washington with President Donald Trump on a US-backed proposal for a 60-day Gaza ceasefire.
“… the cabinet and the Prime Minister made a grave mistake yesterday in approving the entry of aid through a route that also benefits Hamas,” Smotrich said on X, arguing that the aid would ultimately reach the Islamist group and serve as “logistical support for the enemy during wartime”.
The Israeli government has not announced any changes to its aid policy in Gaza. Israeli media reported that the government had voted to allow additional aid to enter northern Gaza.
The prime minister’s office did not immediately respond to a Reuters request for comment. The military declined to comment.
Israel accuses Hamas of stealing aid for its own fighters or to sell to finance its operations, an accusation Hamas denies. Gaza is in the grip of a humanitarian catastrophe, with conditions threatening to push nearly a half a million people into famine within months, according to U.N. estimates.
Israel in May partially lifted a nearly three-month blockade on aid. Two Israeli officials said on June 27 the government had temporarily stopped aid from entering north Gaza.
PRESSURE
Public pressure in Israel is mounting on Netanyahu to secure a permanent ceasefire, a move opposed by some hardline members of his right-wing coalition. An Israeli team left for Qatar on Sunday for talks on a possible Gaza hostage and ceasefire deal.
Smotrich, who in January threatened to withdraw his Religious Zionism party from the government if Israel agreed to a complete end to the war before having achieved its objectives, did not mention the ceasefire in his criticism of Netanyahu.
The right-wing coalition holds a slim parliamentary majority, although some opposition lawmakers have offered to support the government from collapsing if a ceasefire is agreed.
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Australia Police Charge Man Over Alleged Arson on Melbourne Synagogue

Australia’s Prime Minister Anthony Albanese speaks to the media during a press conference with New Zealand’s Prime Minister Christopher Luxon at the Australian Parliament House in Canberra, Australia, Aug. 16, 2024. Photo: REUTERS/Tracey Nearmy
Australian police have charged a man in connection with an alleged arson attack on a Melbourne synagogue with worshippers in the building, the latest in a series of incidents targeting the nation’s Jewish community.
There were no injuries to the 20 people inside the East Melbourne Synagogue, who fled from the fire on Friday night. Firefighters extinguished the blaze in the capital of Victoria state.
Australia has experienced several antisemitic incidents since the start of the Israel-Gaza war in October 2023.
Counter-terrorism detectives late on Saturday arrested the 34-year-old resident of Sydney, capital of neighboring New South Wales, charging him with offenses including criminal damage by fire, police said.
“The man allegedly poured a flammable liquid on the front door of the building and set it on fire before fleeing the scene,” police said in a statement.
The suspect, whom the authorities declined to identify, was remanded in custody after his case was heard at Melbourne Magistrates Court on Sunday and no application was made for bail, the Australian Broadcasting Corp reported.
Authorities are investigating whether the synagogue fire was linked to a disturbance on Friday night at an Israeli restaurant in Melbourne, in which one person was arrested for hindering police.
The restaurant was extensively damaged, according to the Executive Council of Australian Jewry, an umbrella group for Australia’s Jews.
It said the fire at the synagogue, one of Melbourne’s oldest, was set as those inside sat down to Sabbath dinner.
Israeli President Isaac Herzog went on X to “condemn outright the vile arson attack targeting Jews in Melbourne’s historic and oldest synagogue on the Sabbath, and on an Israeli restaurant where people had come to enjoy a meal together”.
“This is not the first such attack in Australia in recent months. But it must be the last,” Herzog said.
Israeli Prime Minister Benjamin Netanyahu described the incidents as “severe hate crimes” that he viewed “with utmost gravity.” “The State of Israel will continue to stand alongside the Australian Jewish community,” Netanyahu said on X.
Australian Prime Minister Anthony Albanese late on Saturday described the alleged arson, which comes seven months after another synagogue in Melbourne was targeted by arsonists, as shocking and said those responsible should face the law’s full force.
“My Government will provide all necessary support toward this effort,” Albanese posted on X.
Homes, schools, synagogues and vehicles in Australia have been targeted by antisemitic vandalism and arson. The incidents included a fake plan by organized crime to attack a Sydney synagogue using a caravan of explosives in order to divert police resources, police said in March.
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