According to the latest marketing news, the UK advertising regulator reported that it received 280 complaints from Prime customers. The customers were said to be “misled” and did not receive their delivery within the next day as the ad said.
The regulators said that “the ad must not appear again in its current form”. It further stated that Amazon needs to specify that a significant proportion of Prime items will not be available for next-day delivery.
Why Was the Ban on Amazon Ads Imposed?
The ad on Amazon’s website promoted its one-day shipping service. This allowed customers to receive Prime items the very next day as long as there are no unforeseen circumstances. This ad offended many since it promised “unlimited One-Day Delivery with Amazon Prime” and “One-Day Delivery on Christmas.” The UK advertising regulator said that 280 people had complained about the ad. Most of them included Amazon members and stated that they did not receive their orders the next day as promised.
The Advertisements Standards Authority (ASA) analyzed the ad. ASA realized that Amazon did not specify that not all items were eligible for one-day delivery. The ruling states, “Because consumers were likely to understand that, so long as they did not order too late or for Sunday delivery, all Prime labeled items would be available for delivery the next day with the One-Day Delivery option, when a significant proportion of Prime labeled items were not available for delivery by the subsequent day with One-Day Delivery, we concluded that the ad was misleading.”
What Did Amazon Have to Say About The Late Deliveries?
An Amazon spokesman 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.”
However, this wasn’t the first time that customers have raised a complaint regarding Amazon’s shipping speed. Many customers realized that Amazon was explicitly promising its shipping speed. The ASA also noted that many customers may not find this information before becoming Amazon Prime members.
Chief executive Gillian Guy said: “We’ve found 40% of people who used a premium delivery service received their parcel later than expected.
“It’s more difficult for consumers to work out what they’re owed when their parcels don’t arrive on time if they’ve paid for a service like Amazon Prime, compared to when they pay for one-off deliveries.”
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