ChannelX Logo
Search
Close this search box.

Amazon Prime: No more “FREE” deliveries

The Advertising Standards Authority (ASA) has ruled that Amazon can not describe the unlimited free one-day delivery services included in Amazon Prime membership as “Free”. In the future your Amazon Prime membership will include one-day delivery services “for no further charge”.

Someone complained to the ASA that the free deliveries included in their Prime membership weren’t really free as Prime membership cost £49.00 per year. Sure enough in the Committee of Advertising Practice, Guidance on the use of “free”, Section 3.25 states: “Marketers must not describe an element of a package as ‘free’ if that element is included in the package price unless consumers are likely to regard it as an additional benefit because it has recently been added to the package without increasing its price”.

The ASA acknowledge that they “understood that Prime was a paid-for service which cost £49 per year and that, for that payment, members could then make use of the one-day delivery service, on selected items, for no further charge”. They went on to add “We understood Amazon’s intention was to make clear that the one-day delivery could be used without charge after subscription”, but still concluded that “the claim that one day delivery was ‘free’ was misleading”.

Nothing will change for members of Amazon Prime. You’ll continue to be able to select one-day delivery for eligible items and you still won’t be charged for the one-day deliveries. They just won’t be “Free”.

3 Responses

  1. .
    I am surprised the word ‘free’ is even allowed in Amazon or ebay P*P…..

    AS the saying goes; ‘There’s no such thing as a free lunch’

  2. When it launched the “free” fast shipping was the only thing it offered customers (the Kindle lending library was added later).

    If it offered a range of other services (worth the £49) as well as the shipping they may have got away with it, but not by itself.

RELATED POSTS..

Amazon seller news

Amazon Seller News April 2025

Amazon small oversize FBA fee reductions Amazon have announced that, from the 15th of January 2025, there will be some FBA reimbursement changes which will impact your business reimbursement policy

Amazon FBA fees reduced for clothing, accessories, backpacks, handbags

ChannelEngine achieves top-tier Amazon partner status

ChannelEngine becomes top-tier Amazon Platinum Partner

First ever UK Amazon Book Sale launches this April

First ever UK Amazon Book Sale launches this April

Philips, Here We Flo and Green People UK talk building brand success on Amazon

Philips, Here We Flo and Green People UK talk building brand success on Amazon 

ChannelX Guide...

Featured in this article from the ChannelX Guide – companies that can help you grow and manage your business.

Latest

Take a look through a selection of the latest articles on ChannelX

Register for Newsletter

Receive 5 newsletters per week

Gain access to all research

Be notified of upcoming events and webinars