https://www.theguardian.com/technology/2022/jul/04/uk-subscribers-will-soon-be-able-to-leave-amazon-prime-in-two-clicks

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Amazon

UK subscribers will soon be able to leave Amazon Prime in two clicks

The move follows changes across the EU that made it simpler for users
to quit the subscription service

Amazon Prime shipping box delivery in the United Arab Emirates (UAE).
[ ]
Consumer groups said Amazon made it deliberately difficult to cancel
Prime memberships. Photograph: Jeff Kingma/Alamy
Consumer groups said Amazon made it deliberately difficult to cancel
Prime memberships. Photograph: Jeff Kingma/Alamy

Dan Milmo

Mon 4 Jul 2022 12.28 EDTLast modified on Mon 4 Jul 2022 14.56 EDT

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Quitting an Amazon Prime membership is a confusing business that can
often feel like it takes longer than the next-day delivery the
service promises. By the end of next month, however, UK subscribers
will be able to leave with just two simple clicks.

The change will be implemented after complaints from consumer groups
succeeded in bringing changes to the subscription service across the
EU last week.

In a move that will be replicated across the UK by the end of August,
the e-retailer now allows European users to unsubscribe with two
clicks via a prominent and clear cancel button. Under the current
system in the UK, users need to click on multiple links before saying
goodbye to Prime.

A complaint from consumer groups to the EU's executive arm said users
had to go through numerous hurdles such as complicated navigation
menus, skewed wording and confusing choices to unsubscribe from
Prime.

 
Amazon's spend on TV and film in UK passes PS1bn as Netflix cuts back
Read more

A membership to the service costs PS7.99 a month or PS79 a year in the
UK and includes unlimited one-day delivery on specified items as well
as access to Amazon's video and music streaming services and its
Kindle library.

Sign up to the daily Business Today email or follow Guardian Business
on Twitter at @BusinessDesk

Norway's consumer council, one of the consumer groups behind the EU
complaint, said Amazon made it deliberately difficult to cancel Prime
memberships, using manipulative design techniques known in the
industry jargon as "dark patterns". Norway joined the complaint as a
member of the European Economic Area, which covers the EU, Iceland,
Liechtenstein and Norway and will also implement the two-click
alteration.

An Amazon spokesperson said: "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 feedback and look for ways to improve the
customer experience."

Speaking after the decision by Brussels on Friday, the EU's justice
commissioner, Didier Reynders, said: "Consumers must be able to
exercise their rights without any pressure from platforms. One thing
is clear: manipulative design or 'dark patterns' must be banned."

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