https://www.independent.co.uk/tech/amazon-prime-subscription-cancel-secret-project-b2038207.html Jump to content Support us Contribute Subscribe Login Support us Contribute Subscribe Login * News + UK + World + Europe * Independent TV * Politics * Climate + SGI + COP26 + Climate Voices + Climate News + Climate Life * Voices + Mary Dejevsky * Indy100 * Sport + US sports + Soccer + Tennis + Boxing + Formula 1 + UFC * Culture + Film + TV + Music + Books + Crosswords & Puzzles + Ed Cumming * indy/life + Fashion & Beauty + Tech + Food & Drink + Travel + Health & Fitness + Love & relationships * IndyBest * My Independent + Most commented + Ask Me Anything + Virtual Events + Independent Newsletters + Competitions * Conversations * UK Edition * US Edition * Asia Edition * Edicion en Espanol {{#items}} * {{#edition}}{{/edition}}{{title}}{{#children}} {{/children}} {{#children}} {{{children}}} {{/children}} {{/items}} Thank you for registering Please refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged in Tech Amazon intentionally made it difficult to cancel Prime subscription in secret project Project 'Iliad' put multiple layers of questions and offers between the main Amazon page and the final cancellation Adam Smith Thursday 17 March 2022 16:26 #Comments Article bookmarked Find your bookmarks in your Independent Premium section, under my profile [ ]Don't show me this message again Amazon MGM Amazon MGM (Copyright 2020 The Associated Press. All rights reserved) Amazon intentionally made it more difficult to cancel Amazon Prime by drawing out the process, new documents reveal. The project, code-named "Iliad" after the lengthy poem, put multiple layers of questions and offers between the main Amazon page and the final cancellation in the hope that users would eventually stay on the service. After this was implemented, Prime cancellations dropped as low as 14 per cent at one point in 2017, Business Insider reports. Amazon has maintained a multi-step cancellation process today in order to retain users and has faced serious criticism for it. In January last year, The Norwegian Consumer Council (NCC) said the process was a "deliberate attempt to confuse and frustrate customers", Forbes reports. Recommended * Microsoft accidentally promotes fake Amazon website pushing an Elon Musk bitcoin scam * Amazon Basics and Essentials products are being made using forced labour says report * Nasa is about to roll its mega-Moon rocket to the launch pad for a critical test "Throughout the process, Amazon manipulates users through wording and graphic design, making the process needlessly difficult and frustrating to understand," it continued, with one in four Norwegian customers saying they had difficulties unsubscribing. "Customer transparency and trust are top priorities for us. By design we make it clear and simple for customers to both sign up for or cancel their Prime membership. We continually listen to customer feedback and look for ways to improve the customer experience," Jamil Ghani, VP of Amazon Prime, told Business Insider in a statement. Tech companies have often used a design language called "dark patterns" to make it harder for users to quit services. This can include fine print, big "accept" buttons, and free deliveries. 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More about AmazonAmazon Prime Join our new commenting forum Join thought-provoking conversations, follow other Independent readers and see their replies #Comments 1/1Amazon intentionally made it difficult to cancel Prime subscription Amazon intentionally made it difficult to cancel Prime subscription Amazon MGM Copyright 2020 The Associated Press. All rights reserved Subscribe to Independent Premium to bookmark this article Want to bookmark your favourite articles and stories to read or reference later? Start your Independent Premium subscription today. Subscribe Already subscribed? 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