Shoe company Zappos' Ceo Tony Hsieh has fired back at Kanye West after the rapper criticised the firm's products.

During a recent podcast with author Bret Easton Ellis, the outspoken rap star recalled a meeting with Hsieh, which did not go particularly well.

West said, "I got into this giant argument with the head of Zappos that he's trying to tell me what I need to focus on. Meanwhile, he sells all this s**t product to everybody, his whole thing is based off of selling s**t product."

Hseih has fired back with humour by launching a new item, called s**t product, for sale on Zappos website.

In the ad, which features a toilet bowl complete with a plunger and toilet paper, the Ceo jokes, "Interested in buying s**t product? You've come to the right place! Here at Zappos.com, we happily sell s**t products to everybody!"

And further poking fun at West, he refers to the rapper's Watch the Throne album and N**gas in Paris single titles, adding, "This is the throne, everyone has been watching. Whether you're number 1 or number 2, your clique will show no mercy, even in Paris."

The faux item features photographs of the toilet from different angles and an instructional video on how to use the product.

The page even comes complete with "customer reviews," including one that takes a swipe at West's infamous onstage incident at the 2009 MTV Video Music Awards when he interrupted Taylor Swift's acceptance speech to protest her win.

It says, "Yo Zappos! Imma let you finish... but this is the best S**t product of all time!"