Shoppers have been taking advantage of a pricing glitch at Amazon.com, ordering toys at prices far below average.
But the online retailer later informed the customers that they would have to pay the correct prices or cancel their orders.
The sales portal became away of the glitch on Monday and promptly sent e-mails to consumers alerting them to the problem.
The company stated the matter would be handled according to its posted pricing policy.
The policy states that if an item's correct price is higher than Amazon's stated price, the company will contact customers with the correct price and ask them whether they want to purchase the item at the higher price.
This potential public relations problem came a week after the company reported a second-quarter loss of £60 million and its president and chief operating officer, Joseph Galli Jr, announced he was leaving after serving 13 months.