Amazon's 'dark patterns' alleged to have deceived millions of customers into signing up for seemingly endless Prime memberships

Amazon says its 'customers love Prime, and by design, we make it clear and simple for customers to both sign up for or cancel their Prime membership.'

The Federal Trade Commission is suing Amazon for an alleged"years-long effort" to enroll consumers into its subscription service without their consent"while knowingly making it difficult for consumers to cancel their subscriptions to Prime.", Amazon has been using"manipulative, coercive, or deceptive user-interface designs known as dark patterns to trick consumers" into signing up for automatically renewing Amazon Prime memberships.

And when it came to customers trying to cancel Amazon Prime, the FTC says the online retailer said it used "dark patterns" to make the process deliberately challenging. Any attempt to cancel or turn off the auto-renew feature of an Amazon Prime subscription required users to click through numerous pages filled with offers of discount Prime services before finally being able to cancel.

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