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The Advertising Standards Authority has told Amazon it must change the wording of its Prime offer to customers after "misleading" them by describing delivery as "free".
Amazon offers customers a number of benefits if they sign up to its Prime membership for £49 a year. In that membership the company says it offers consumers "Unlimited FREE One-Day Delivery on all eligible orders." Claims on the right of the page also state: "Try Amazon Prime FREE for one month: Unlimited Free One-Day Delivery ... After your free trial, Amazon Prime is just £49/year".
But the ASA received a complaint from a customer who said because they had to pay £49 a year for the service, advertising delivery as "free" was "misleading".
The ASA held up the complaint and has ordered Amazon to change its wording.
The enforcement body said: "Although we understood Amazon's intention was to make clear that the one-day delivery could be used without charge after subscription, because members had to pay £49 before they could use the service we considered that the claim that one day delivery was 'free' was misleading."
It added: "The claim must not appear again in its current form. We told Amazon not to describe Prime one-day delivery as free."