The European Union successfully E-commerce giant Amazon reportedly has agreed to make it easier for European Union members to cancel their Prime membership. This is a result of pressure from the European Union. When users try to cancel their Prime membership, Amazon was accused of showing multiple pages containing distraction information and unclear button labels.
The verge reports that Amazon has agreed simplifying the cancellation process for Prime Europe. Customers in Europe will be able to cancel their Prime membership with just two clicks, rather than having to go through multiple cancelation screens. The European Commission announced the news . It stated that Amazon would no longer display multiple pages containing distraction information and unclear button labels when customers attempt to cancel Prime.
The European Commission said that the new rules apply to both the European Union and European Economic Area and despite the UK leaving the EU in 2020, UK subscribers will also receive the same benefits. Amazon spokeswoman told the Vege it does not have any changes for the U.S.
A spokesperson for Amazon stated that
Customer transparency and trust are top priorities for us. We make it easy for our customers to sign up or cancel Prime memberships.
We listen to customers and seek ways to make their experience better. There are no plans to change at the moment.
Amazon has agreed to make the changes to its cancelation process following a complaint from EU consumer groups which developed a report on Amazon’s Prince cancelation process in 2021. It included images of multiple pages users had to navigate to cancel their subscriptions. This report was based on a complaint from EU consumer groups that claimed it used “manipulative designs techniques”, also called “dark pattern .”