Document Analysis NLP IA
FREQ, RAKE or TFIDF
Summary (IA Generated)
Amazon’s use of dark patterns that add friction to the process of terminating a Prime subscription is being targeted by 16 consumer rights groups in Europe and the US which are taking coordinated action to urge regulatory intervention.
One of them — Norway’s Consumer Council (NCC) — has also published a report calling out what it describes as the ecommerce giant’s “manipulative” and “unreasonably cumbersome” unsubscribe process for Prime.
Amazon should facilitate a good user experience instead of hindering customers and tricking them into continuing paid services they do not need or want,” said NCC director of digital policy, Finn Lützow-Holm Myrstad, in a statement.
“In our view, this practice not only betrays the expectations and trust of consumers but breaches European law,” he added.
The NCC has made the below video illustrating the various dark patterns Amazon deploys to try to nudge Prime subscribers away from unsubscribing — including a cartoon of a dog barking because, uh, we have no idea tbh….
Complaints against Amazon’s click-heavy process for Prime unsubscribing are being filed by consumer groups in Denmark, France, Germany, Greece, Switzerland and Norway and the US — so a variety of national and regional consumer protection laws are involved.
Some of the coordinated complaints will be less formal, taking the form of letters written to consumer protection agencies urging them to investigate.
While in Germany the VZBV consumer protection agency told us it’s currently assessing Amazon’s cancellation process for Prime — which it noted “looks a bit different” to the one in the Norwegian complaints — saying it’s not yet clear whether or not it will file a court injunction over the issue.
“Unlike the other consumer organisations taking part in this concerted action, we’re not sending complaints to authorities,” the VZBV spokesperson added.
“My employer, the Federation of German Consumer Organisations (vzbv) is able to send legal warnings and, if demands to cease and desist are not being met, sue companies infringing consumer protection laws in its own capacity.
We contacted Amazon for comment on the complaints against the Prime unsubscribe process and it denied making it unclear and difficult for members to cancel their subscription, arguing that it only takes “a few clicks” online or “a quick phone call”.
Amazon makes it clear and easy for Prime members to cancel their subscription at any time, whether through a few clicks online, a quick phone call or by turning off auto renew in their membership options.
We take great pride in the Prime service and the number of ways it makes our members lives easier, but we make it easy for customers to leave whenever they choose to.