This year's highly anticipated Amazon Prime day did not start off as planned.
On July 16 at 3 pm, the time the promotions were supposed to start, customers were unable to get on the site and instead saw a 404 error on the website.
"Some links on the main page advertising Prime Day deals went nowhere but back to the page. Pages within Amazon's mobile app were also affected, showing an error message with a photo of a dog," writes "Business Insider." "Individual product pages didn't appear to be affected and were still functional, though customers reported issues with adding items to their carts. Some customers also said that their shopping carts would completely empty when they were adding or removing items from it."
Amazon issued a statement at 4:59 p.m. saying "some customers are having difficulty shopping, and we're working to resolve this issue quickly."
Customers that were experiencing difficulty on the Amazon website, went to social media networks like Twitter to complain and some have even threatened to cancel their Amazon Prime membership.
As of 8 p.m., Amazon has still been experiencing technical difficulties.
Amazon is expected to make about $1 million a minute during the peak time on Prime Day, according to One Click Retail. However, the site issues probably will cost the e-commerce giant millions.
Amazon does not seem too concerned.
"Many are shopping successfully — in the first hour of Prime Day in the U.S., customers have ordered more items compared to the first hour last year," said Amazon in a statement. "There are hundreds of thousands of deals to come and more than 34 hours to shop Prime Day."
Read more about the Amazon crash at "Business Insider."