ASA orders Amazon to desist Prime next-day delivery promises

Amazon is set to be ordered by the UK Advertising Standards Authority (ASA) to stop advertising that it guarantees next-day deliveries on its Prime service.

According to national media reports this is because of complaints made over late deliveries in the run up to Christmas last year.

It has been reported that the ASA will rule that Amazon’s claims to be able to operate an “unlimited one-day delivery” service are misleading in the case of some items.

“[A] significant proportion of Prime-labelled items were not available for delivery the next day … because consumers were likely to understand that, so long as they did not order too late, all Prime items would be available for delivery the next day … we concluded that the ad was misleading,” the ASA’s ruling will say, according to the Times.