“US online retail giant Amazon has made it easier for users to cancel their subscriptions to its fast shipping club Prime with just two clicks, following complaints from consumer groups,” the European Commission said on Friday.
The European Consumer Organisation (BEUC), the Norwegian Consumer Council, and the Transatlantic Consumer Dialogue took their complaints to the EU executive in April previous year.
They announced that users had to undergo numerous obstacles, such as complicated navigation menus, skewed wording, and confusing options, to unsubscribe from Amazon Prime.
The company is going to allow users to unsubscribe from Amazon Prime with two clicks via a prominent ‘cancel’ button.
The changes will be effective on all EU websites and for desktop devices, mobiles and tablets immediately.
“Consumers must be able to exercise their rights without any pressure from platforms. One thing is clear: manipulative design or ‘dark patterns’ must be banned,” Justice Commissioner Didier Reynders announced in a statement.
Amazon said: “By design we make it clear and simple for customers to both sign up for or cancel their Prime membership. We continually listen to feedback and look for ways to improve the customer experience, as we are doing here following constructive dialogue with the European Commission.”