Amazon has been accused of Grinch-like behaviour in the weeks preceding Christmas, as it faces claims it has not lived up to advertised delivery promises.
Amazon's Prime service could be investigated by the UK's advertising watchdog over complaints that packages have been delayed or not arrived.
The service offers free two-day shipping to customers who pay £79 on an annual basis or £7.99 monthly. But a "handful" of consumers have complained to the Advertising Standards Authority (ASA) that this timeframe has not been met.
Amazon Prime users on Twitter have complained of packages taking several days to arrive.
So, @AmazonUK doing badly on your Amazon Prime offering this Christmas. Already two deliveries returned after getting lost in the system and now another one over a week late when you promise one-day delivery. Royal Mail letting you down?— Michael Murphy (@omniumlaw) December 17, 2017
A spokesperson for the ASA told City A.M.: "We have received a handful of complaints about amazon parcel delivery in the run-up to Christmas. We're still considering whether to launch an investigation."
The ASA also clarified that the number of complaints does not influence the likelihood of an investigation being launched.
An Amazon spokesman confirmed to City A.M. that there was no investigation at this time but did not comment further.