Amazon banned from next-day delivery claim

AMAZON has been banned from claiming that its ‘Prime’ service offers guaranteed next-day delivery.

The web giant has been found guilty of misleading customers by the advertising watchdog.

Those who sign up to Amazon Prime pay a fee to get guaranteed one-day delivery on all eligible purchases.

However, in a landmark ruling to be published this week, the Advertising Standards Authority has said the delivery guarantee is misleading.

The ASA, which received 280 complaints, said ‘a significant proportion of Prime-labelled items were not available for delivery the next day’ despite customers believing that they were.

As a result, it said Amazon’s claim ‘must not appear again in its current form’.

Amazon said: ‘The overwhelming majority of one-day delivery orders are delivered when promised.’