According to an INQUIRER reader, after talking to a local trading standards official about the legal position on this buy, he was told that he was "well within his rights" to take Amazon UK to a civil court if it refused to sell him the products at these low prices.
He said trading standards told him that a confirmation email he'd had from Amazon saying that "under the United Kingdom's Distance Selling Regulations, you have the right to cancel the contract for the purchase of any of these items" could be a problem for Amazon.
That's because Amazon is implying no contract existed between the company and customer.
The email cancels a contract that Amazon said did not exist.
As I have worked in the retail business in the past, it is a fact that if an Item is priced on the shelf @ £15.99 & should be priced £150.99 then the retailer has to sell the product at the price on the shelf. Trust me this has happened as the retailer knows that if Trading Standards etc get involved it can cost them a darn sight more in legal costs fighting the case than selling to said item at the said price to the customer
As the saying goes..........The customer is always right
in law as the trading standards and others say you cannot force a shop to sell at a lower price - this is because no contract exists between buyer and seller at that point, and a seller always has the right to refuse sale. the only time a sller has to honour a price is when a contract exists - in the amazon case, according to terms and conditions, this is only when an item is confirmed for despatch and the card is debited (until then it is only an offer not a contract). so amazon is within their rights to refuse the sale.
in the high-street retail situation a customer can only ask they honour the price as a measure of goodwill, and if the store does not it can be taken to Trading Standards to decide. if a price is an honest mistake, and the customer should reasonably know it is a mistake or is unrealistic, there is not much of a case.