The founder and CEO of Amazon, Jeff Bezos, has issued a humble, "deep" apology for a blunder the company recently made regarding its Kindle ebook reader.

Upon realising two George Orwell titles, Animal Farm and 1984, published for the Kindle did not have the correct permissions, as well as delete the titles from the Kindle online store, Amazon remotely wiped them from customer's Kindle devices.

The move caused an outcry from users with the press picking up on the story, especially with the ironic 1984 comparison to be drawn from Amazon's hasty actions.

Now Bezos has apologised in the Kindle user forums with the following message:

"This is an apology for the way we previously handled illegally sold copies of 1984 and other novels on Kindle. Our "solution" to the problem was stupid, thoughtless, and painfully out of line with our principles. It is wholly self-inflicted, and we deserve the criticism we've received. We will use the scar tissue from this painful mistake to help make better decisions going forward, ones that match our mission".