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There were complaints of ‘a large number of hurdles’ to unsubscribe from Amazon Prime such as complicated menus, skewed wording, confusing choices and warnings.
Amazon has committed to making it easier for users to cancel their Prime subscription to comply with EU rules.
The tech giant will now let consumers in the EU and EEA unsubscribe from Amazon Prime with just two clicks, using a prominent cancel button.
This came following a dialogue with the European Commission and national consumer protection authorities. Complaints had been issued to the Commission by the European Consumer Organisation, the Norwegian Consumer Council and the Transatlantic Consumer Dialogue.
These consumer authorities noted “a large number of hurdles” to unsubscribe from Amazon’s service, such as complicated navigation menus, skewed wording, confusing choices and repeated nudging.
Amazon made initial changes last year, labelling the cancel button more clearly and shortening the explanatory text. This text will now been reduced further so consumers don’t get distracted by warnings and deterred from cancelling.
“Consumers must be able to exercise their rights without any pressure from platforms,” said EU commissioner for justice Didier Reynders.
“Opting for an online subscription can be very handy for consumers as it is often a very straightforward process, but the reverse action of unsubscribing should be just as easy. One thing is clear: manipulative design or ‘dark patterns’ must be banned.”
Amazon has committed to implementing the new changes on all its EU websites and for all devices. The tech giant will be monitored by the European Commission and national authorities to ensure it complies with EU consumer law.
“Customer transparency and trust are top priorities for us,” an Amazon spokesperson said.
“By design we make it clear and simple for customers to both sign up for or cancel their Prime membership. We continually listen to feedback and look for ways to improve the customer experience, as we are doing here following constructive dialogue with the European Commission.”
Amazon has had a number of dealing with the European Commission over the years regarding its business practices. The tech giant was hit with a Statement of Objections in 2020 based on its use of marketplace seller data.
In 2017, an EU case led by competition commissioner Margrethe Vestager also accused Amazon of cutting an illegal deal with the Grand Duchy of Luxembourg to drastically lower its tax bill.
The country was ordered to recoup €250m in back taxes. However, Amazon won its appeal against this ruling last year, as the EU’s general court said the European Commission didn’t provide the “requisite legal standard” to prove Amazon received favour from tax authorities.
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