Shoppers fear crooks have infiltrated Amazon to steal PlayStation 5s and sell them for twice the price on eBay.
In one alleged scam, customers reported receiving toys or toasters inside boxes meant to contain the PS5.
In a second, shoppers say delivery drivers scarpered with parcels.
Several videos on social media have shown drivers pulling up, handling large boxes and then replacing them before driving off.
Some customers were told their item was marked delivered – and claimed they had to fight for refunds or a replacement.
The £449 PS5 was launched on November 19 and is a sellout. Fears grew after several consoles appeared online for £800-plus.
Jenni Walker, from Launton, near Bicester, Oxon, said a driver made off with the PS5 she had bought for her son’s birthday.
Amazon offered a £5 gift voucher as compensation, then increased it to £50 and a refund.
The mum sent Amazon CCTV of the driver and the firm said it would no longer be using him.
Mrs Walker said: “I am livid beyond words. For it to happen on my son’s birthday seems incredibly cruel.”
Some gamers received a PS5 box – but containing something completely different.
Gaming expert Anthony Dickens got a Nerf toy, while kitchen and bathroom installer David Hill received a foot massager.
This has led some industry sources to suspect an inside job, as items are sealed before they leave Amazon.
One said: “The boxes are taped by the Amazon warehouse.
“This starts there. It’s not a hot swap at delivery. It’s organised within the warehouse. It’s clearly infiltrated with a criminal ring.”
Shoppers have complained that Amazon was reluctant to issue refunds or guarantee replacements, but the retail giant has confirmed customers who missed out will be prioritised for new stock.
Last year three workers at Amazon’s Warrington depot were convicted of stealing gear worth more than £1,000.
And this year five Amazon staff in Madrid were held in an alleged plot to steal iPhones worth £440,000.
Amazon said: “We’re all about making our customers happy – and that didn’t happen for a small proportion of these orders.
“We’re really sorry. We’re reaching out to every customer who’s had a problem so we can offer a replacement. Anyone who has had an issue can contact our team for help.”