Amazon faces legal challenge over Prime cancellation policy

Amazon is being challenged by consumer watchdogs in Europe and the US over its use of manipulative "Dark pattern" design to promote its Prime service. The study from the NCC said that on each of the six pages in the cancellation process, the consumer "Is nudged towards keeping their Prime membership". Amazon Prime is a digital subscription service with more than 150 million members globally. In a statement, Amazon said it "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". "Amazon should facilitate a good user experience instead of hindering customers and tricking them into continuing paid service they do not need or want."

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