U.S. online retail giant Amazon will allow 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.
Amazon reported 200 million paying Prime members worldwide in 2020 against 150 million paid Prime members around the world at the end of 2019.
European Consumer Organization (BEUC), the Norwegian Consumer Council and the Transatlantic Consumer Dialogue took their grievances to the EU executive in April last year.
They said ecommerce users had to go through numerous hurdles such as complicated navigation menus, skewed wording and confusing choices, to unsubscribe from Amazon Prime.
The company will allow users of the online platform to unsubscribe from Amazon Prime with two clicks via a prominent and clear cancel button, European Commission said.
The changes will apply to all EU websites and for desktop devices, mobiles and tablets with immediate effect.
European Commission has shared screenshots of two easy steps to cancel subscriptions to its fast shipping club Prime.
“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 said in a statement.
Amazon said in a statement: “By design we make it clear and simple for customers to both sign up for or cancel their Prime membership. We listen to feedback and look for ways to improve the customer experience, as we are doing here following constructive dialogue with the European Commission.”