Amazon Europe advertising complaint upheld
The Advertising Standards Authority has investigated claims made on the Amazon UK website about is "one day delivery service" forming part of Amazon Prime membership.
Complainants reported not receiving their deliveries the following day were received following widespread media coverage about the issue. Amazon explained that the Prime service included benefits relating to delivery, video and music among other things. They said that one of the benefits was the use of the One-day delivery service at no additional cost, whereby Prime members were not charged delivery fees when selecting the One-day delivery options whereas non-Prime members had to pay a flat fee.
The ASA noted that the home page featured the claim "get unlimited One-day delivery with Amazon Prime", with a link to start a 30 day free trial with Amazon Prime. A separate web page featured the headline "Start Your Amazon Prime Free Trial Membership", alongside the claim "Unlimited One-Day Delivery on millions of eligible items". In the absence of information to indicate otherwise, the ASA considered that consumers were likely to interpret the claim "On-Day Delivery" in those contexts to mean that all Prime labelled items were available for delivery by the end of the day after the order was placed, provided not too late in the day or for Sunday delivery.
The ASA concluded that the ad was misleading and must not appear again in its current form and told Amazon to make clear that some Prime labelled items were not available to be delivered by the next day.