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Just 10 minutes into its 36-hour bonanza of deals, Amazon was getting glitchy. The Seattle-based retailer's annual Prime Day began at 3 p.m. eastern on Monday and was scheduled to run through Tuesday, but minutes after launching, eager consumers began getting error messages.

On desktop and laptop computers, shoppers were routed repeatedly to the same page inviting them to "Shop All Deals," but clicking on popular categories such as "Electronics" sent them to the same deal homepage. Those attempting to shop on the Amazon app were treated to an image of a dogsuch as a yellow Laband text that read, "UH-OH Something went wrong on our end."

Frustrated consumers quickly took to social media to voice their complaints.

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