The online retailer, along with Apple Inc., Roku Inc. and other video streaming services, is facing pressure from customers protesting any corporate relationship with the National Rifle Association in the aftermath of a Florida school shooting that killed 17 people. Even though it doesn’t sell guns or ammunition, Amazon seems to be taking the most heat. Angry consumers started using the hashtag #StopNRAmazon on Twitter, which surfaced last week with customers threatening to cancel their $99-a-year Prime subscriptions.

At issue is NRA TV, a free online channel focused on pro-gun content, which many technology companies offer through their streaming services and devices alongside more popular options such as Netflix, ESPN and HBO. Recent episodes criticized Broward County Sheriff Scott Israel for what NRA TV said was a failure to act on warning signs about the shooter. In one segment, NRA TV host Grant Stinchfield shouts at the camera: “There was no act of heroism when these deputies were sitting outside taking cover behind a cruiser as kids were getting shot.”