A woman was left baffled when she found an advert for a tent which boasts it's "easy for women" to erect.
Shopper Eve Gilmour was planning a camping trip with friends when she came across a picture of the 'appalling' listing online, which featured an image of three women struggling to put up a tent.
The ad listing boasts there is "no need to build, just throw in the air, the tent will stand up" followed by the claim "women can easily get it done".
After reading the ad, the 38-year-old immediately posted a question on the listing, pointedly asking "can you see your blatant sexism in your ad?".
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To make matters worse, she was then sent a shameless response from another commenter, telling her to "get a life".
Eve, from Edinburgh, Scotland, said: "It's just appalling, quite frankly. It's blatant sexism.
"It's a 1950s 'women should stay in the home' attitude. The sellers need to realise what they are doing and how that is completely inappropriate for this day and age.
"This company has gone to the bottom of my list now. I'll make sure I'm not buying from them, I'll probably try and shop local to be honest. They need to realise that that's not on."
After checking out the tent listing, Eve initially wrote a review pointing out the perceived sexism in the advert, but it appears to have been blocked.
Aside from her own question, a second customer also pointed out the sexism, writing "can men easily get it done? Also, what year is it?"
Eve said: "The reply is unbelievable. It's a complete disregard for the sexist advertising they're using.
"They're alienating their target market. The response online from all women [they] are completely angry and can't believe this is happening in this day and age. It's very dated.
"I submitted a review but that gets processed and reviewed before it gets posted. It was a blanket 'this isn't appropriate' thing."
After being contacted, Amazon - the website the ad was place on - confirmed they had removed the image from the product advertisement and taken appropriate action against the seller.
An Amazon spokesperson said: "All sellers must follow our selling guidelines and those who don't will be subject to action including potential removal of their account.
"The content in question has been removed."
Topics: Amazon