And the service still isn’t running properly for British customers. One told Fudzilla tonight he wanted to watch the Kill Bill film, but was frustrated when he was redirected to America.

SNAFU is an ancient Geek term for “situation normal, all f**** up” and sources within Amazon claimed the problem is down to a Roku software development engineer (SDE) getting it terribly wrong, and in the process causing the giant grocer to lose money.

One source told Fudzilla: “Roku confirmed that it was aware of the bug and Amazon had already contacted Roku to resolve this.”

The engineers at Amazon noticed that Roku had published an incorrect version of the app to the channel store causing all customers to be redirected to the US app. "The SDE is waiting for Roku to publish the correct version back to the channel store to resolve the issue.”

An issue is a bug. And neither Roku nor Amazon and neither nor both fessed up to the problem which has, undoubtedly, cost Amazon money.