On one of the biggest shopping days of the year for .com the company’s web site crapped out intermittently for hours yesterday.

Instead of Prime purchases, many customers just got error messages and pictures of the dogs of Amazon, along with a message from Amazon that read: “Sorry, we’re experiencing unusually heavy traffic. Please try again in a few seconds. Your items are still waiting in your cart,” or “”Uh-Oh. Something went wrong on our end.”

Prime Day started at p.m. ET, and the problems emerged almost immediately after.  Around 5 p.m., Amazon tweeted acknowledgement of the problem stating: “Some customers are having difficulty shopping and we are 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.”

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