Either someone bought the largest box of condoms ever made or the Amazon marketing team is going big in Madison today.

A massive cardboard box, adorned with Amazon’s logo and iconic black tape, is being hauled atop a flatbed truck around the city today, according to photos on various social media websites. A photo of the box currently holds the top spot on Reddit’s front page.

So far, there are confirmed sightings of the box on both King and Regent Streets, leaving spectators wondering – what’s in the fucking box?

Execution of a previous marketing campaign involving Amazon and Nissan has been offered as one possible explanation. Reports from September state three customers would have newly purchased Nissan Versa Note hatchbacks delivered in massive Amazon boxes.

One thing is for sure: We hope that whoever is getting this delivered has free Amazon Prime shipping.