On a fateful day in October 2015, Pedro—an IT contractor living in Ireland—was surfing Amazon.de for a specialised textbook he needed for a new extracurricular art class. He found the book, ordered it, but was disappointed when it arrived. The listing had said that the book was the current edition, but Amazon sent Pedro the previous edition.
Pedro got in touch with Amazon customer service to see about getting the proper version. A few days later, Amazon told Pedro that they had ultimately failed to find the right version of the textbook and that he should instead return the book for a full refund.
Pedro, who by this point had spent a long time looking for the correct version of the book and then more time waiting while Amazon looked for the book in its warehouse, wasn't very happy with the overall shopping experience. Pedro made his displeasure known by providing negative feedback on a customer satisfaction survey, and he figured that was the end of it.
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