Brightly colored “Sukkot boxes” recently available on Amazon have sparked a mix of amusement and disbelief within the Jewish community. Marketed for the Jewish holiday, these boxes featured spring-like colors and included Hebrew lettering that humorously misspelled “Sukkot,” instead resembling the Yiddish word “tuchus,” meaning “butt.”
Many customers, including Erin Stern from Baltimore, admitted to purchasing the boxes on impulse due to their comedic appeal. “It was a bit of an impulse buy, but I thought it was hilarious,” Stern said, noting she would not have bought them had they spelled “Sukkot” correctly.
The products drew attention on social media for their botched Hebrew and odd imagery, including a man wearing a black hat. Prominent Jewish digital creator Yaakov Langer highlighted the error, sharing images of the boxes alongside humorous commentary about their backward spelling. The mistake likely stemmed from a common issue when entering Hebrew characters into English-language software, resulting in the letters being reversed.
Other buyers have also found creative uses for the boxes, with Heather Blank in Atlanta using them to deliver treats to synagogue members. However, she faced issues with their durability, as the boxes crumbled under the weight of additional items.
In reflecting on the product’s existence, questions arise about contemporary Judaism and capitalism. Rabbi Yael Buechler, who also purchased the boxes out of curiosity, emphasized that mass-market Judaica often features errors, and said there is little oversight in ensuring quality. She noted that while these products may highlight the need for better representation, they also reflect how niche interests can be exploited for profit.
The seller, Howaf, has since removed the Sukkot boxes from Amazon, with numerous similar unbranded products now available. Many vendors on Amazon operate under multiple invented names to capitalize on trends, exemplifying a rise in what cultural commentator Cory Doctorow calls “enshittification,” where platforms prioritize profits over quality.
Buechler pointed out the challenges small businesses face on platforms like Amazon, which can offer low-quality, environmentally costly products. Nevertheless, for some, the humor in the Sukkot boxes provides a welcomed lightheartedness, especially during a difficult year for the Jewish community.
Shoshana Gottlieb, an Australian Jewish educator, was so amused by the boxes that she had a friend in the U.S. mail them to her. She expressed a desire for joyful and humorous moments in Jewish culture, particularly following a challenging period marked by recent events.
As this holiday season approaches, the Sukkot boxes have captured attention for their quirky design, leaving many to ponder their value amidst a market often devoid of culturally competent offerings. While this year’s Sukkot orders may be closed, other themed products, such as Hanukkah boxes with Christmas colors, are already popping up on Amazon.