The online shopping giant could be the subject of an investigation by the UK's Advertising Standards Authority (ASA), the Guardian reported Sunday, adding that the ASA said it received "a handful of complaints" pertaining to late deliveries by Amazon Prime as Christmas approaches.
The Advertising Standards Authority has opened an investigation into Amazon, which ships 140million items each year in the UK.
The consumer rights group Which? says: "If you paid for delivery by a certain date or time (eg by Christmas or next-day delivery) and the delivery arrives late, this is a breach of contract".
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The service offers free two-day shipping to customers who pay £79 on an annual basis or £7.99 monthly.
An Amazon spokesman addressed the delayed deliveries, adding: 'We'd ask any customers with questions about their deliveries to contact us'.
Amazon recorded sales totalling over £1.4 billion a year ago and boasted a worldwide Prime membership of 66 million in February.
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Retail Gazette has contacted Amazon for further comment.
The ASA has already upheld complaints against 11 companies that have fallen foul of advertising regulations by making claims over national or free delivery, but excluded areas of Scotland that are more hard to reach.
The official line from Which? and Citizen's Advice is simple. The cost of parcel delivery is at least 30 per cent higher on average for the Highlands and Islands, which often includes parts of cities such as Aberdeen and Inverness.
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The Independent reported that a handful of complaints have been issued to the watchdog, these are now being considered by the ASA.