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Many recipients noted the email, which featured a generic stock photo of a baby, resembled a phishing attempt meant to lure people into giving up personal information.
Some people who received the email reported being directed to a page offering the chance to set up a registry, while some received a broken link.
An Amazon spokesperson confirmed to The Verge that the email had actually come from the online retailer as the result of a glitch.
"A technical glitch caused us to inadvertently send a gift alert e-mail earlier today," the spokesperson said. "We apologize for any confusion this may have caused."