British bargain-hunters are hit by Amazon Prime Day site crash

British bargain-hunters are hit by Amazon Prime Day site crash with web problems reported in London, Birmingham and Manchester

  • Amazon experienced worldwide glitch yesterday during its Prime Day sale
  • The site crashed around 11pm causing frustration among shoppers
  • London, Manchester and Cambridge among UK areas to have problems 
  • Amazon tweeted hours later to say it is working to resolve the issue ‘quickly’

Amazon Prime members in the UK hoping to score great deals during the annual Prime Day sale have been hit by a worldwide crash.

Customers visiting the website looking to take advantage of the promotion were instead greeted by error messages and pictures of dogs.

Although the US was worst-affected, customers in London, Manchester, Birmingham and other cities were also hampered.

The crash extended across the world to mainland Europe, Japan and Australia and also appeared to affect the Amazon Fire television service.

Website Downdetector.com showed how Amazon’s glitch affected customers across Europe including the UK and Ireland

Although much of the UK escaped the glitch, it did affect some in Birmingham, London, Manchester and Leeds

Amazon have been showing pictures of dogs alongside apology messages to customers

Customers on Twitter were quick to raise the issue with Amazon 

Others said the glitch had also affected their Amazon Fire television service

Service now appears to have returned to normal, with the Prime Day sale continuing in the UK until midnight tonight.   

Adding to the frustration, Amazon remained tight-lipped for the better part of the day, not publicly acknowledging the problems until around 1am today. 

Analyst Sucharita Mulpuru-Kodali at Forrester Research called the glitch a ‘huge deal.’

‘This is supposed to be one of their biggest days of the year,’ she wrote in an email. ‘I am shocked this caught them off guard. But I guess the lesson is to not have a big unveil during the middle of the day when everyone comes to your site all at once.’


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Shoppers are expected to spend more than £2.5billion on Amazon Prime Day today, but a consumer watchdog has said the bargains are not always what they seem.

Industry analysts expect sales to be up 42 per cent from a year ago amid the global shopping extravaganza which began at midday in Britain today and will last 36 hours.

But watchdog Which? have said that some items are cheaper at other times of the year.

Adam French, the Which? consumer rights editor, told the BBC: ‘Although these time-limited sales events can offer great discounts, not all offers will be as good as they seem.

Amazon Prime members hoping to score the best deals today during the annual Prime Day sale have instead been greeted by error messages and pictures of dogs

 ‘It can be easy to get swept along by the hype and excitement on the day, so we recommend preparing in advance and researching what you want to buy, to make sure you can tell the difference between a good deal and a dud on Amazon Prime Day.’

While Amazon doesn’t disclose sales figures for Prime Day, Deborah Weinswig, CEO of Coresight Research, had estimated that it will generate $3.4billion (£2.5billion) in sales worldwide, up from an estimated $2.4billion (£1.8billion) last year. 

Prime Day also lasts six hours longer than last year. 

Amazon eventually addressed the problem by Tweeting: ‘Some customers are having difficulty shopping, and we’re working to resolve this issue quickly.

‘Many are shopping successfully – in the first hour of Prime Day in the US, customers have ordered more items compared to the first hour last year.

‘There are hundreds of thousands of deals to come and more than 34 hours to shop Prime Day.’

Countless images shared by disgruntled shoppers on Twitter show what thousands of people have encountered upon trying to shop on Amazon today: ‘Sorry, something went wrong on our end,’ and ‘Uh-oh, something went wrong.’ 

And, in what some are considering a small silver lining, the error messages are accompanied by adorable pictures of dogs.

Amazon has crashed across the United States, leaving shoppers unable to make their purchases


Countless images shared by disgruntled shoppers on Twitter show what thousands of people have encountered upon trying to shop on Amazon today: ‘Sorry, something went wrong on our end,’ and ‘Uh-oh, something went wrong’

Some Amazon customers have found they can’t log in or access the site at all, while others made it all the way to the check-out before seeing the error message. 

Another bizarre glitch leaves shoppers in a loop; clicking a category such as ‘Electronics’ or ‘Home and Garden’ will simply redirect you to a page that says ‘Shop all Deals’ – and, clicking that will bring you back to the start.   

The outage began just after 8pm and initially appeared to only affect shoppers in the United States and some parts of Canada. 

Prime Day launched yesterday afternoon, offering incredible savings for Prime members.

This year, however, the event has been wrapped up in controversy.

Amazon workers in Germany, Spain, and Poland revealed a plan to strike during the huge sale, in protest over wages and working conditions at the fulfillment centers. 

Some Amazon customers have found they can’t log in or access the site at all, while others made it all the way to the check-out before seeing the error message

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