Amazon Agrees to Make Canceling a Prime Subscription Really Easy in the EU

pcmag.com:

Amazon is simplifying the process of canceling a Prime subscription in EU countries, allowing it to be achieved with just two clicks of a mouse or taps of a screen.

Back in January 2021, the European Consumer Organization (BEUC), the Norwegian Consumer Council, and the Transatlantic Consumer Dialogue published a 30-page report called "You Can Log Out, But You Can Never Leave(Opens in a new window)." It detailed how Amazon manipulates consumers to keep them subscribed to Prime, including the use of dark patterns and a complicated unsubscribe process.

What followed was action by the European Commission in April 2021 urging Amazon to change its practices and comply with EU rules on consumer protection(Opens in a new window) and the Unfair Commercial Practices Directive(Opens in a new window).

Amazon agreed to make changes(Opens in a new window) and is now "committed to bringing its cancellation practices in line with EU consumer rules," which means a "prominent and clear" cancel button will be displayed alongside short, explanatory text so it remains very clear. Above is an example of what the new, simpler cancellation process will look like.

European Commissioner for Justice, Didier Reynders said, "Opting for an online subscriptions 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. 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. I welcome Amazon's commitment to simplify their practices to allow consumers to unsubscribe freely and easily."

The two-click process to cancel will be available across desktop and mobile