Ruh-roh. Inc. (AMZN - Get Report) kicked off its Prime Day of special deals on Monday, July 16. But many shoppers soon found that they couldn't access the deals they had gotten so excited about.

The problems persisted several hours after the company acknowledged the issue. As of 7:30 p.m. EDT, some users were still getting error pages when attempting to order products.

For some, the front page was on a loop. The site refreshed itself over and over again, teasing customers about the $30 Echo Dot, but not allowing them to even add it to the cart. 

For others, Amazon immediately reverted to an error page with images of dogs owned by Amazon employees that linked to a company careers page. A tease, of course, but one that may be better than the endless loop.

Hang in there, #PrimeDay shoppers. We're running into this too.

— CNET (@CNET) July 16, 2018

It is official #PrimeDay is cancelled, it is now #DogsOfAmazon day.

— LividChaos (@LividChaos) July 16, 2018

Im just trynna enjoy

— Squadron leader (@baronj67) July 16, 2018

The @Amazon app is having some difficulties on

— Jake Krol (@Jake31Krol) July 16, 2018

For others, the Amazon site being down saved them money since they couldn't order anything. 

I saved a bunch of money today because the Amazon site is down. #PrimeDay.

— Roseville (@Roseville45) July 16, 2018

Amazon might also be guilty of turning customers into cat people.

I hate dogs now. #AmazonPrimeDay

— Mark Cameron (@mrkthshrk) July 16, 2018

Cute dogs @amazon but I'd like to see products. ��#PrimeDay

— William Shatner (@WilliamShatner) July 16, 2018

Prime Day has become the company's largest shopping day, but is perhaps even more important as a means of encouraging more people to sign up for Prime memberships.  

Amazon finally tweeted about the issue at 5:00 p.m. ET, two hours after the event began, and a spokesperson responded with the same statement.

— (@amazon) July 16, 2018

Amazon shares rose 0.5% to $1822.49 on Monday, but were trading down 1.5% in after-hours trading.  

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