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Amazon Prime ‘next-day delivery’ claim misleading, says ASA

The Advertising Standards Authority found that customers were 'misled'

An Amazon Prime advert promising ‘one-day delivery for Christmas’ has been labelled ‘misleading’ by an advertising watchdog.

Shoppers sparked an eight-month long investigation into Amazon’s advertising claims after complaining their Christmas deliveries had not arrived the next day.

Now the Advertising Standards Authority (ASA) has ordered Amazon to make it clear that not all Prime items are available for next-day delivery.

Find out more about what to do if your online delivery is missing or late.

One-day delivery claim ‘misleading’

Amazon Prime is a subscription service which promises ‘unlimited one-day delivery’ on millions of items. It costs £7.99 a month or £79 a year. As well as delivery, Prime members can also take advantage of music and video streaming, photo storage and Kindle ebooks.

Amazon said shoppers were likely to understand one-day delivery was available only on a selection of items. It told the ASA that it believed consumers understood they would have to check each item to find out if one-day delivery was available, adding they did not think shoppers would sign up to Prime based on the speed of a future delivery.

But the ASA disagreed. Acknowledging the majority of Amazon orders were delivered on time, it said: ‘A significant proportion of Prime-labelled items were not available for delivery the next day.’

In a statement after the ruling, Amazon said: ‘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.’

Do you know your delivery rights?

Online shopping now makes up 18% of all retail sales, according to figures released by the Office for National Statistics earlier this year.

This boom in shopping online brings with it convenience, but also new problems. So it’s also important to pick a good retailer and know your rights.

We ask thousands of shoppers to rate their experiences of online shops, including how good they are at delivery, every year. The highest-scoring online shops receive scores above 90%; our bottom-scorer receives only middling satisfaction, on 62%.

And once you have chosen which shop to spend your hard-earned cash with, make sure you’re clued up on your delivery rights.

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