Shoppers taking part in internet giant Amazon’s Prime Day are being told that the deals on offer may not be the cheapest available.
Amazon said it has never claimed that Prime Day is necessarily the cheapest time to shop on its site.
It comes after consumer group Which? warned customers that apparent bargains are not always as good as they seem.
It said some goods can actually be cheaper at other times of the year, and advised shoppers to do their research.
The 36 hour sale – aimed at subscribers to the Prime shopping service – offers discounts on a range of goods.
The deals are time-limited, with shoppers being told that some items are only available while stocks last.
The heavily-promoted offers start at midday UK time on Monday, and are co-ordinated across the globe.
However, Which? warned that some goods could be bought more cheaply outside the promotion period.
“Although these time-limited sales events can offer great discounts, not all offers will be as good as they seem,” said Adam French, Which? consumer rights editor.
“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.”
Other consumer groups questioned whether targeted sales messages on people’s mobile phones should be allowed to continue unabated.
“There’s so much data. Retailers can work out so much about us,” said James Daley, the founder of Fairer Finance.
“It turns into a bombardment of high-pressure sales messages that can lead people to make the wrong decisions. It’s time for us to have a debate on whether more boundaries need to be drawn.”
In response, Amazon said customers could see for themselves whether they were getting a bargain.
“One of the great things about shopping online is that customers can quickly and easily compare prices,” the company said.
“For many of our deals the new price and the previous Amazon price can be seen at the product detail page so customers can make an informed decision.”
The launch of Amazon Prime Day is accompanied by a big marketing budget.
Pop band Take That performed at an “Unboxing Amazon Prime Day” event, while Ariane Grande opened a promotional concert in New York.
Several British newspapers and websites also provided readers with direct online links to the shopping site.
Many of them stand to make a small amount of money on each sale.
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