Amazon is trading in Ireland – Weckler strikes again!

The Sunday Business Post is proud of its ABC1 figures and is more than happy to quote them ad nauseum should you ask about advertising with them. Surely a newspaper of this stature is capable of producing factually correct articles? One would have thought so, but one would have been sadly mistaken.
According to a recent article, penned by Computers in Business editor, Adrian Weckler, Amazon is trading in Ireland. That may come as news to you, it certainly came as news to me:
Large websites such as Komplett.ie, Pixmania.com and Shopireland.ie (which is Amazon’s brand name in Ireland) are leading the charge.

to quote from the article.
I’m sure Donovan Hutchinson, the owner of the domain shopireland.ie would find that amusing. I know I do, as we used to host the site and I registered the domain for him last year.
I wonder would Amazon find it as amusing? Considering that the Amazon name is protected by trademark, is this kind of misinformation damaging to their brand name?
I’d be interested to find out.
Thanks to Hugh for spotting this