On July 2, Beijing time, after complaints from many consumer groups around the world, Amazon finally made adjustments to allow users to easily cancel their subscription to the “Amazon Prime” service.
Last April, the European Consumer Organization (BEUC), the Norwegian Consumer Council (NCC) and the Transatlantic Consumer Dialogue (TACD, a forum for US and EU consumer organisations) expressed their dissatisfaction with Amazon to the European Commission.
They say users have to navigate hurdles such as complex navigation menus, crooked wording and confusing choices to cancel their Amazon Prime subscription. To this end, some consumer groups have also filed lawsuits against Amazon.
In response, the European Commission said today that Amazon now allows users to easily unsubscribe from “Amazon Prime” with a simple “two clicks”. The European Commission further explained that Amazon has provided a prominent and visible “cancel button” that cancels a subscription with two clicks.
The change will apply to all EU websites, as well as desktops, mobiles and tablets, with immediate effect.
EU justice commissioner Didier Reynders said in a statement: “Consumers must be able to exercise their rights without any platform pressure. One thing is clear: manipulation must be prohibited. Sexual design or ‘dark mode’.”
And Amazon said: “With the redesign, it’s simple and straightforward for users to sign up or cancel their Prime membership. We’re always listening to feedback and looking for ways to improve the customer experience. Like this time, in constructive dialogue with the European Commission. After that, we made adjustments.”
In the U.S., Amazon Prime’s annual fee has risen to $139, offering members fast shipping, great deals on videos and more.
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