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ASA ruling forces Amazon to amend advertising for Prime one-day delivery service

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Amazon has been forced to amend its advertising for its Prime Delivery service after the Advertising Standards Authority upheld a complaint against its promise of next day delivery.

The argument centres on the company’s one-day delivery claims made during the Christmas peak last year when it promoted one-day delivery for Christmas. However, a number of complainants said goods hadn’t arrived by the following day and said that the one-day delivery claims were misleading.

Customers in the UK pay £79 a year for the Prime service which offers one-day delivery on millions of purchases. The company also offers same-day delivery in selected cities in the UK as well as one and two-hour delivery in some areas.

However, Amazon says that a successful on time one-day delivery is one delivered a business day after dispatch – rather than order. It claims that customers understood that next day delivery was only available on a certain proportion of Prime products and that the ads didn’t promise a particular speed of delivery on a particular product.

Amazon is now promoting Prime delivery on its website as meaning “fast and convenient ways to get millions of items, on your terms.” The company said the expected delivery date is shown before and after an order is placed and throughout the customer journey with most Prime one day deliveries arriving when promised.

Image credit: Amazon