Fishy business: Moxon's defence of age-old fishmonger phrase earns the Clapham South trader an apology from Amazon

'This phrase was being well used before Jeff Bezos was a glint in his mother's eye,' says local trader Robin Moxon.

Amazon has apologised to Moxon's for demanding the Clapham South fishmonger stop advertising their sale of "prime day" boat fish.

Robin Moxon, whose shop above Clapham South Tube Station is a local institution, was contacted by lawyers acting on behalf of the online retail behemoth who asked that references to "prime day" boat fish be "pulled" from Moxon's website and social media pages to avoid shoppers mistaking it for an Amazon offer.

Mr Moxon had to explain the term "Prime Day" had been used by fish sellers for centuries – long before Amazon founder Jeff Bezos was even "a glint in his mother's eye".

"I basically said to them, 'Are you taking the piss?'

"This phrase has been used by many people probably for hundreds of years, and I've been using it regularly for 30 years.

"This phrase was being well used probably before Amazon existed in this country and before Jeff Bezos was a glint in his mother's eye."

"I have used it and always will use it, and I don't see how it can affect their business. It was heavy handed and offensive."

US-based firm Amazon has registered "prime day", which is its slogan for an annual two-day event of deals and offers for its Prime members, as a trademark.

Amazon's lawyers Morgan, Lewis & Bockius wrote to Moxon's Fishmongers on June 21, the start of its sales promotion event 'Prime Day'.

The solicitors said: "Amazon appreciates your enthusiasm for its Prime Day; however, they want to make sure the Prime Day trade marks aren't used in this way or by other brands.

"If we can get the references to Prime Day on your website, and anywhere else on your social media accounts where it may exist, pulled and your assurances on the above, we can consider this matter closed."

Following the request to remove the wording "prime day" – a neat phrase fishmongers use to advertise top quality fish such as turbot, brill and Dover sole is in stock – Mr Moxon phoned Morgan, Lewis & Bockius and the firm later apologised "for any inconvenience", acknowledging "the root of the term 'prime day boat' in the context of the fishing industry" was now "clarified".

A spokesperson for Amazon said: "This email was sent in error and we apologise for any inconvenience caused."

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