Just two more clicks: Amazon simplifies the cancellation of Prime. But only under pressure from the EU Commission. Update: That’s what Amazon says.
Canceling Amazon Prime is becoming much easier
The European Commission has announced that Amazon intends to bring its much-criticised Amazon Prime termination procedure “in line with EU consumer protection rules”. In other words, it should be much easier for Prime customers to cancel their Prime subscription. This was announced by the EU Commission.
Cancel Amazon Prime with just 2 clicks
Specifically, according to the EU Commission, this should mean: “Consumers from the EU and the EEA will be able to log out of Amazon Prime on the platform with just two clicks using a distinctive and clear ‘Cancel’ button.”
Amazon has long been criticized for its complicated Prime cancellation process: Prime – Amazon should deliberately make cancellations more difficult. The EU Commission writes: “Following a complaint from the European Consumers’ Union (BEUC), the Norwegian Consumer Council and the Transatlantic Consumer Dialogue, the Commission took action in April 2021 in cooperation with national consumer protection authorities. The reported procedure was designed in such a way that numerous Having overcome obstacles including complicated navigation menus, unclear wording, confusing choices and repeated ‘nudging’ techniques, Amazon is now committed to improving its opt-out process and will continue to do so
Implement changes starting today
EU Justice Commissioner Didier Reynders put it in a nutshell: “Online subscriptions can be a practical thing, registering is usually uncomplicated. But unsubscribing should be just as easy. Consumers must not be pressured by the platforms to exercise their rights However, one thing is clear: manipulative design and ‘dark patterns’ should be banned. I applaud Amazon’s commitment to simplifying its processes so that consumers have freedom of choice and an easy way to unsubscribe.”
According to the EU Commission, Amazon has already made changes to its Prime website in recent months, making the unsubscribe button clearer and shortening the explanatory text. Now this text is to be reduced even further so that users are not distracted by warnings and prevented from logging out. Finally, Amazon aims to offer the ability to unsubscribe in two simple steps via a simple, highly visible button. Amazon has committed to implementing these changes across all of its EU websites and devices (desktop, mobile and tablet).
The Commission and national authorities want to closely monitor whether Amazon is fulfilling its commitments to align with EU consumer law.
Update July 5th: Statement from Amazon
Amazon is trying to improve its image and has sent us the following statement without being asked. We reproduce it in full without comment (this is a translation of the original English language text): “Transparency and customer trust are our top priority. We designed it to be clear and easy for customers to signing up for or canceling a Prime membership. We are constantly listening to feedback and looking at ways to improve the customer experience, as we are doing here after a constructive dialogue with the European Commission.”
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