The European Commission has forced Amazon to simplify the process of canceling Prime membership for customers in the region. The platform will enable European consumers to unsubscribe from Amazon Prime with just two clicks, using a prominent and clear “cancel button”.
Commissioner for Justice, Didier Reynders said “Opting for an online subscription can be very handy for consumers as it is often a very straightforward process, but the reverse action of unsubscribing should be just as easy. Consumers must be able to exercise their rights without any pressure from platforms.”
This change was necessary to comply with the EU rules on consumer protection and, in particular, with the Unfair commercial practices Directive. Previously, to cancel their subscription, consumers had to scroll through multiple pages containing distracting information and unclear button labels. Overall, the platform will now enable consumers to unsubscribe in two simple steps, through an easy and visible cancellation button. Amazon has committed to implementing these changes on all its EU websites and for all devices (desktop, mobile and tablet).
