Score a point for consumer protection, as Amazon has agreed to follow the rules set by the European Commission and will make it much easier to cancel a Prime subscription.
The process was greatly simplified to follow a "two-click" process after consumer groups complained that the process was originally anti-consumer (opens in a new tab). Now European subscribers can access their Prime account where they will be greeted with a text explaining how the cancellation will work. They will then select the prominent "End Membership Now" button. Gone is the maze of menus that people used to deal with.
The updated process is coming to Amazon on desktop and mobile. Customers can always adjust their payment options and change the cancellation date to a slightly later date.
Clarity is key
Clarity was a major sticking point for the European Commission. It all started when several European consumer organizations, including the Norwegian Consumer Council, published a scathing report titled "You can unplug, but you can never leave (opens in a new tab)." The report details how difficult it is to cancel an Amazon Prime subscription and calls its design "dark patterns."
The report claims that these shady schemes were meant to manipulate people into keeping their subscriptions. The screenshots provided in the report show the old undo process and it is quite confusing. Users had to navigate through a series of menus, "skewed wording, confusing choices. And along the way, Amazon would entice people to stay by repeatedly reminding them what they were missing."
It's not someone to blindly trust, the European Commission says so, and government authorities will continue to monitor Amazon to make sure it follows the rules. We asked Amazon about this decision and if these changes will be made for US users.
An Amazon spokesperson told us: “Transparency and customer trust are top priorities for us. By design, we make it simple and easy to sign up for or cancel your Prime membership. We continually listen to feedback and look for ways to improve the customer experience, as we are doing here following a constructive dialogue with the European Commission."
For the United States, Amazon Prime will remain the same. That same spokesperson said that Amazon is open to user feedback, but that there are no changes at this time.
reign in
In recent years, the European Union has been particularly tough on tech giants. Several new laws have been enacted to increase consumer protection and eliminate monopolies. In March, the EU introduced its Digital Markets Law (DMA) which may allow users to uninstall default apps and use services on other platforms.
Not satisfied with the software, the EU has its sights set on establishing a universal charger standard. So instead of having a thousand different cables, you can have just one. Unsurprisingly, the tech giants aren't too happy. Apple is totally opposed to the idea of a universal charger.
If you have decided to keep Prime, know that Amazon Prime Day takes place on July 12 and 13, 2022. In preparation, TechRadar has published a guide to the best deals on these days.