Amazon is continuing to use the term “wife beater” to describe men’s undershirts on its website, despite a ruling by Canada’s Ad Standards Council that this descriptor violates the advertising Code by displaying indifference to violence against women. Amazon has defended its decision by arguing that the term is “common” and accepted in popular culture. But normalization does not excuse harm. Words matter — and when corporations use terms that trivialize abuse, they reinforce a culture that minimizes violence against women.

Calling a vest a “wife beater” makes violence against women sound normal, even acceptable. This isn’t just about a word on a website — it’s about the kind of culture we build. When a company as large as Amazon refuses to change harmful language, it sends a message that women’s safety and dignity matter less than profit. At WomanACT, we are deeply concerned about the use of this descriptor and the harmful stereotypes it perpetuates.

Preventing gender-based violence takes all of us — governments, communities, and businesses. Amazon has a global platform and a responsibility to be part of the solution, not part of the harm. The time to act is now. We call on Amazon to immediately remove the term “wife beater” from its product descriptions and commit to creating a safer, more respectful consumer culture.

Add your name to demand Amazon do better. Violence against women is not a marketing tool — and it’s time Amazon got the message.