Claims that Amazon is ‘misleading’ their Amazon Prime customers with one-day delivery claims has been highlighted as 270 people reported not getting their items by the next day.
The Advertising Standards Authority (ASA) have since banned the Amazon Ad, saying the claim “must not appear again in its current form”, adding that shoppers were “likely to understand that, so long as they did not order too late or for Sunday delivery, all Prime labelled items would be available for delivery the next day with the one-day delivery option”.
Amazon responded to the ASA, saying that the later in the day a customer ordered, “the greater the possibility that the forecast delivery date would not be the day after the order”.
The retailer said that the ad “did not promise a particular speed of delivery of a particular product” and that “a customer’s later disappointment about the speed of a one-day delivery order should not render their marketing misleading”.
The response from The ASA has reinforces their original message to Amazon, say the ad must not appear in the same format again and must highlight the fact that some Prime labelled items are not available for next day delivery.
An Amazon spokesperson said, “Amazon Prime offers fantastic benefits to members including one-day delivery on millions of eligible items at no extra cost.
“The expected delivery date is shown before an order is placed and throughout the shopping journey and we work relentlessly to meet this date.
“The overwhelming majority of one-day delivery orders are delivered when promised.
“A small proportion of orders missed the delivery promise last year during a period of extreme weather that impacted all carriers across the UK, and we provided support to impacted customers at the time.”
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