Europeans will be able to unsubscribe from Prime in two clicks

Leaving an Amazon Prime subscription is a confusing undertaking that can often feel like it takes longer than the next day delivery promised by the service. By the end of next month, however, UK subscribers will be able to leave in just two clicks.
The change will be implemented after complaints from consumer groups have managed to make 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 online retailer now allows European users to unsubscribe in two clicks via a visible and clear unsubscribe button. Under the current system in the UK, users have to click on several links before saying goodbye to Prime.
A complaint from consumer groups to the EU executive said users had to go through many hurdles such as confusing navigation menus, biased wording and confusing choices to unsubscribe from Prime.
A membership to the service costs £7.99 per month or £79 per 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.
Consumer Council of Norway, one of the consumer groups behind the EU complaint, said Amazon had deliberately made it difficult the cancellation of Prime memberships, using manipulative design techniques known in the lingo n of the industry as "dark models". Norway has 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 change.
An Amazon spokesperson said, “Transparency and customer trust are top priorities for us. By design, we make it simple and easy for customers to sign up or cancel their Prime membership. We continually listen to feedback and look for ways to improve the customer experience. "
Speaking after Brussels' decision on Friday, EU 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 prohibited. »

Technology Jul 4, 2022 0 103 Add to Reading List

Europeans will be able to unsubscribe from Prime in two clicks

Leaving an Amazon Prime subscription is a confusing undertaking that can often feel like it takes longer than the next day delivery promised by the service. By the end of next month, however, UK subscribers will be able to leave in just two clicks.

The change will be implemented after complaints from consumer groups have managed to make 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 online retailer now allows European users to unsubscribe in two clicks via a visible and clear unsubscribe button. Under the current system in the UK, users have to click on several links before saying goodbye to Prime.

A complaint from consumer groups to the EU executive said users had to go through many hurdles such as confusing navigation menus, biased wording and confusing choices to unsubscribe from Prime.

A membership to the service costs £7.99 per month or £79 per 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.

Consumer Council of Norway, one of the consumer groups behind the EU complaint, said Amazon had deliberately made it difficult the cancellation of Prime memberships, using manipulative design techniques known in the lingo n of the industry as "dark models". Norway has 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 change.

An Amazon spokesperson said, “Transparency and customer trust are top priorities for us. By design, we make it simple and easy for customers to sign up or cancel their Prime membership. We continually listen to feedback and look for ways to improve the customer experience. "

Speaking after Brussels' decision on Friday, EU 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 prohibited. »