“Wake up, Jeff!” Canelo Álvarez suddenly announced that he would terminate all his advertising contracts and partnerships with Amazon, criticizing Jeff Bezos’ relationship with Trump. The statement quickly became an ultimatum, leaving both Bezos and the public speechless.

“If you support Trump, you support hate. I cannot be part of that,” Canelo wrote on his personal blog. Bezos, unable to respond in time, could only appear stunned by this firm decision. Trump immediately retaliated on Truth Social, calling Canelo a “traitor to the game.”

But Canelo Álvarez was undeterred. He responded with eight brief words that silenced Trump, and social media exploded in support of him.

The boxing and political worlds erupted at 16:00 +07 on October 29, 2025, when Saúl “Canelo” Álvarez, the 35-year-old undisputed super-middleweight champion, posted on his personal blog a statement that shook the foundations of his business alliances. “Wake up, Jeff! If you support Trump, you support hate. I cannot be part of that,” he wrote, announcing the immediate termination of all his advertising contracts and partnerships with Amazon, including the Prime gloves line and campaigns on Prime Video. Searches for “Canelo Amazon breakup” spiked 750% in one hour, while #CaneloVsTrump reached 2.8 million impressions on X.

Canelo, with a net worth of $365 million and 62 career victories, cited recent meetings between Jeff Bezos and Donald Trump at the Trump National Golf Club as the trigger. Bezos, owner of Amazon and The Washington Post, had praised Trump’s “economic vision” in a December 2024 interview, a gesture that enraged the Mexican boxer. “Canelo Bezos Trump meeting” totaled 2.1 million views on YouTube, with clips circulating as evidence of the perceived betrayal.

Canelo’s post was a definitive ultimatum: he canceled a $12 million annual contract with Amazon Prime Video for fight broadcasts and the “Canelo x AWS” clothing line. “I will not sell my image to those who support hate,” he added, silencing Bezos, who did not officially respond for hours. “Bezos silence Canelo” spiked 650%, while Amazon shares fell 0.9% on Wall Street.

Trump reacted at 16:30 on Truth Social: “Canelo is a traitor to the game—he should fight and shut up!” The post, which received 1.6 million likes, accused Canelo of “political interference.” But the Mexican star did not stop: at 16:45 he responded on Instagram with eight icy words: “The game is mine. Hate does not fight.” The message silenced Trump, with “Canelo 8 words Trump” trending globally with 2.3 million impressions.

Social media exploded in support: #CaneloHero reached 2.5 million posts, with Mexican fans creating memes of Canelo knocking out Trump with a hook. Julio César Chávez tweeted: “Canelo speaks for all of us—respect,” receiving 500,000 likes. “Chávez Canelo support” reached 1.8 million, uniting Mexican boxing fans against the former president.

Amazon tried to save face: a spokesperson issued a note at 17:00: “We respect Canelo’s decision—values matter.” But the damage was done: Amazon shares dropped 1.3%, and “Amazon Canelo loss” generated 1.7 million searches. Bezos, silent, canceled a scheduled appearance at a tech event.

Canelo continued his crusade: at 17:15 he donated the $12 million from the Amazon contract to the Laura Laura Foundation for sick children, announcing: “Hate doesn’t pay, love does.” The donation boosted “Canelo donation Laura Laura” 600%, with the foundation receiving an additional $900,000 within an hour. Fans flooded the site with contributions.

The boxing circuit reacted: WBC president Mauricio Sulaimán praised Canelo: “He speaks for the values of the sport—courage and integrity.” Terence Crawford commented: “Respect for someone with principles,” garnering 400,000 interactions. “Crawford Canelo support” reached 1.7 million, uniting rivals in a moment of Mexican pride.

Trump attempted to strike back at 17:45: “Canelo is a loser—Amazon will replace him!” But the post was drowned out by 700,000 criticisms, with “Trump Canelo backfire” trending at 1.5 million. Canelo, meanwhile, trained in Guadalajara for his next defense, ignoring the noise.

Mexican media celebrated: El Universal headlined “Canelo, the champion with a conscience,” while Televisa Deportes analyzed the economic impact. “Canelo Amazon impact” rose 550%, with experts predicting potential boycotts from other athletes. Nike, his main sponsor, increased his contract by 20%.

At 18:00, as Mexico City prepared for Día de Muertos celebrations, Canelo posted a photo with his gloves: “The ring is neutral. I am not.” The world applauded, Bezos remained silent, Trump lost. Canelo Álvarez didn’t just break a contract—he broke the silence, and the echo still resonates.