Amazon recently made the plunge into smart TVs with their Amazon Fire TV Edition and hyped up the product with "best-selling TV deal in Amazon history."
However, the hype was subsequently killed when excited customers opened their new TVs to discover that the screen was shattered.
The 55-inch television is built by the TV brand Element, whose products are manufactured by the Chinese group TongFong Global. The Amazon Fire TV retails for $650, but it was marked down significantly to $400 on Prime Day, a capitalist holiday in which the ecommerce mega-power slashes the prices of some items exclusively for its Prime members.
By all accounts, the day itself was a success for the company, but when customers began receiving their purchases, the event took a sour turn.
Business Insider reported 30 customers complaining that their TVs arrived broken in some way, many of those customers describing a cracked screen.
"TV arrived completely smashed and broken," reviewed user Justin M. "Started the return process within minutes of it arriving."
"Joining in on the Prime Day disappointment with a crushed screen in an undamaged box," said another user, Brett. "Curious to see what the replacement looks like."
Both Amazon and Element stated to Business Insider that they are looking into the problem and are in the process of replacing the broken TVs.
"We are aware that some Element TVs shipped to customers have arrived damaged. We have taken steps to resolve the issue for existing and future customers, and are in contact with affected customers in order to replace any damaged units."
It's not a good look considering these are Amazon's first steps into the competitive world of television manufacturing, but being that it's Amazon this incident won't kill them. People will get their jazzy new TVs, and the convenience of Prime will live on.
Banner/thumbnail credit: Flickr user benjaminlansky