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Amazon will allow Prime users to unsubscribe in 2 clicks after EU complaints

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The European Commission said on Friday that US online retail giant Amazon has made it easier for users to cancel its Fast Shipping Club Prime subscription with just two clicks following complaints from consumer groups.

The European Consumer Organization (BEUC), the Norwegian Consumer Council and the Transatlantic Consumer Dialogue submitted their complaints to the EU executive in April last year.

He said users had to go through several hurdles like complicated navigation menus, slanted terminology and confusing options to unsubscribe from Amazon Prime.

The commission said the company will now allow users to unsubscribe from Amazon Prime with two clicks through a prominent and clear ‘cancel button’.

The changes will come into force with immediate effect for all EU websites and for desktop devices, mobiles and tablets.

“Consumers should be able to exercise their rights without pressure from the platform. One thing is clear: manipulative designs or ‘dark patterns’ should be banned,” Justice Commissioner Didier Reynders said in a statement.

Amazon said: “By design, we make it clear and simple for customers to sign up for or cancel their Prime membership. We constantly listen to feedback and look for ways to improve the customer experience, as needed. That we are doing here after constructive talks with the European Commission.”

© Thomson Reuters 2022


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