July 4, 2022, 11:50 am | Read time: 2 minutes
Anyone wanting to delete their Amazon account needed patience and a keen eye. The online giant certainly didn’t make the process easy for users. But that’s changing now.
After complaints from numerous users and consumer advocates, the European Commission has intervened and required Amazon to simplify the cancellation of Prime memberships. In the future, only two steps will be necessary. The simplified Prime cancellation process will be implemented on Amazon’s website starting today, July 4, 2022.
Up to 7 Steps Were Previously Required for Cancellation
Previously, users had to click through up to seven fields and scroll through lengthy explanations and redirects to cancel their Prime account. Many were deterred, became uncertain during the process, and did not complete the cancellation. Consumer advocates filed complaints due to the complicated navigation, unclear wording, and repeated redirects.
Although Amazon made slight adjustments to the cancellation process after starting discussions with authorities in 2021, experts found it insufficient. Therefore, the Prime cancellation process was further simplified. The company shortened the text and made the unsubscribe button more visible.
Also read: How do I delete my Amazon account?
Amazon Has Greatly Simplified Prime Cancellation
After discussions with the European Commission and national consumer protection authorities, Amazon has committed to offering a simplified Prime cancellation process effective immediately. Users can now find the cancellation button on the Prime overview under the “Manage Your Prime Membership” tab.
EU Justice Commissioner Didier Reynders stated: “Online subscriptions can be convenient, and signing up is usually straightforward. Unsubscribing should be just as easy. Consumers should not be pressured by platforms when exercising their rights. One thing is clear: manipulative design and ‘dark patterns’ must be banned. I welcome Amazon’s commitment to simplifying its procedures so that consumers can make free choices and unsubscribe easily.”
Since July, online contracts must generally be as easy to cancel as they are to sign up for. All providers must place a clearly visible cancellation button on their website.