The Advertising Standards Agency (ASA) is looking into complaints about retailer Amazon where it has claimed it can provide unlimited one-day delivery, during a TV commercial.
The claims made by the company were, according to complainants, supposedly not representative of Christmas loads and as such, were misleading. Amazon Prime promised swift delivery - in addition to access to a number of services including music, audiobooks, video and discounts.
The Independent reported that a handful of complaints have been issued to the watchdog, these are currently being considered by the ASA.
The Amazon Prime service costs £79 per year - it may hemorrhage loyal subscribers if it can't keep pace with capacity.