Amazon's promise of same-day deliveries could be investigated amid customer complaints that it is failing to meet that pledge.
The Advertising Standards Authority has set its sights on Amazon, saying the online retail giant could be investigated after receiving complaints about its premium delivery service.
Prime is a membership service by Amazon that, in the United Kingdom, promises subscribers "unlimited one-day delivery" and access to discounts and deals.
The spokeswoman said the complaints were being "considered", but added that no official investigation had been opened at this stage.More news: Bank of America Corporation (BAC) EPS Estimated At $0.47
The firm's top service, Prime, offers next-day deliveries for £7.99 a month.
"If it was essential that your goods were delivered on time, you have the right to terminate the purchase and get a full refund".More news: First Warning Forecast: Increasing clouds and seasonable temperatures
The service costs £79 a year and includes unlimited one-day delivery, as well as access to films, music and television shows.
In 2015, the ASA investigated Amazon, which reported revenues in Europe of £19.5bn a year ago, after six people claimed the advertising for Prime was misleading. Customers are taking to Twitter to voice their displeasure with late deliveries from Amazon Prime in the United States, too.
It upheld complaints that the advert in question, a direct mailing sent to existing Amazon customers, did not make sufficiently clear that a paid subscription would automatically start if not cancelled during the free trial and did not state what the cost of the subscription would be.
Metro.co.uk has contacted Amazon for a further comment.More news: Reggie Bush announces retirement from National Football League , wants to retire as a Saint
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