Amazon.com Inc. (NASDAQ:AMZN) could face an investigation by the UK advertising watchdog over complaints about late deliveries in the run-up to Christmas.
Customers have contacted the Advertising Standards Authority to say the company’s Amazon Prime service has failed to meet its promise to offer unlimited one-day deliveries.
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A spokesperson for the Advertising Standards Authority (ASA) said: “We have received a handful of complaints. We are considering whether to launch an investigation.”
Amazon states on its website the last order is Saturday to receive purchases in time for Christmas through its Prime service.
Elsewhere on the site, Amazon says orders will be “dispatched with the intention that it’s delivered one day after dispatch” and advised consumers to contact customer services if they do not receive a parcel by the estimated delivery date.
Consumer rights group Which? said: “If you paid for delivery by a certain date or time (eg by Christmas or next-day delivery) and the delivery arrives late, this is a breach of contract. If it was essential that your goods were delivered on time, you have the right to terminate the purchase and get a full refund.”
It’s not the first time Amazon has come under scrutiny for the advertising of its Prime service, which offers express deliveries for £7.99 a month.
The ASA investigated Amazon in 2015 after six people claimed advertising for Prime was misleading.
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The watchdog upheld complaints that the advert - a direct mailing sent to existing Amazon customers - failed to make it clear that paid subscription for Prime would automatically begin if not cancelled before the free trial period ended and that the company did not state the cost of the subscription.
Amazon offers a free 30-day trial of Prime before it automatically begins charging customers a monthly subscription fee.