Amazon's promise of same-day deliveries could be investigated amid customer complaints that it is failing to meet that pledge.
It would appear that Amazon's delivery service is suffering under the strain of Christmas gift orders, though it states its last order day for getting packages in time for Christmas Day is this Wednesday with Prime subscribers getting up until Saturday to place their orders.
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.
A spokesperson from the ASA told the Guardian, "We have received a handful of complaints".
An Amazon spokesman told the BBC: "We can confirm the ASA is not now investigating". Amazon have a rule of customers having to wait 3 days for an investigation to check with the courier where the order is.
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"If it was essential that your goods were delivered on time, you have the right to terminate the purchase and get a full refund".
Prime is a membership service by Amazon that, in the United Kingdom, promises subscribers "unlimited one-day delivery" and access to discounts and deals.
According to the site's guidance, an order placed with Amazon's one-day delivery service "will be dispatched with the intention that it's delivered one day after dispatch". United Kingdom consumer rights group, Which?, says a late delivery is a contract breach if a customer has already paid for delivery to arrive by a set date or time, which means the customer will have the right to terminate the purchase and obtain a full refund.
An Amazon spokesman told The Telegraph: "We'd ask any customers with questions about their deliveries to contact us".
Amazon UK did not immediately respond to a request for comment.