Amazon became the stuff of back-stories when it launched a spot – quietly labeled "New Amazon Prime Commercial 2016" – at the onset of that year's Black Friday retail frenzy.

The piece appeared just weeks after the Presidential election, a contest that included then-candidate Donald Trump calling for "a total and complete shutdown of Muslims entering the United States until our country's representatives can figure out what is going on."

Jeff Bezos, Amazon's Founder/CEO, made no secret of his disapproval, observing, "This is not an appropriate way for a presidential candidate to behave."

Trump, in turn, was quick to cite Amazon's "huge antitrust problem" and to claim that The Washington Post, which Bezos had purchased in 2013, was a purveyor of "fake news" and a podium that the Amazon chief used to spout his own political views.

And, for those who couldn't sort through the subliminal messages of the holiday TV spot, CNN – another font of "fake news", according to President Trump – provided a captioned version entitled, more explicitly, "Amazon's new ad: A response to anti-Muslim rhetoric."