Amazon Prime is a subscription model offered by the Seattle-based company that insists customers will receive “next-day delivery” in addition to content offered on its video platform.
Amazon Prime Video is the company’s streaming service designed to rival the likes of Netflix.
Meanwhile, Amazon Music challenges Spotify and Apple Music for audio dominance.
Amazon Prime Video is included with a Prime membership while only a discount is offered for customers wanting Prime Music.
But a recent report from The Times insisted the tech giant will be forced to abandon its promise of next-day delivery.
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The publication insisted the Advertising Standards Authority (ASA) will tell Amazon its claims are misleading.
It added the company will be told to remove such statements from its website and any advertising material that promotes its “unlimited one-day delivery” in its current form.
The ASA is understood to have started its investigation after over 200 complaints emerged insisting Amazon had not lived up to such a promise.
The organisation’s investigation has taken place over the last six months.
It found evidence that a “significant proportion of Prime-labelled items were not available for delivery the next day”, The Times went on.
The ASA’s verdict added the promises from Amazon were “misleading” because customers were under the impression they could receive items the next day “so long as they did not order too late”.
It went on: “Because consumers were likely to understand that, so long as they did not order too late, all Prime items would be available for delivery the next day we concluded that the ad was misleading.”
Some that complained declared they had to wait up to four days in some instances for deliveries that should have arrived the next day.
Complaints of this nature are understood to have taken place near Christmas.
Meanwhile, other customers said items “routinely” turned up late.
While Amazon says it offers “unlimited one-day delivery to UK addresses on millions of eligible items at no extra cost”, The Times claimed otherwise, saying it noticed a number of Prime products that costed more.
Amazon has been advised to change its policy in regard to its promise.
If it does not it could face further consequences as the ASA is able to request Trading Standards to prosecute those that do not comply with rulings.
In defence of the ruling made against its one-day delivery promise, Amazon insisted “extreme weather” was to blame for missed delivery windows during the Christmas period.
A spokesman for the tech giant said: “The expected delivery date is shown before an order is placed and throughout the shopping journey and we work relentlessly to meet this date.
“A small proportion of orders missed the delivery promise last year during a period of extreme weather that impacted all carriers across the UK.”
Amazon Prime costs £7.99 a month or £79.99 for a full year of the service.
Express.co.uk has asked Amazon to comment on the situation and whether it plans to make any immediate changes to its claims.