An internal document leak revealed that the Amazon Prime churn procedure was intentionally complicated, reducing the churn rate by 14%.

Amazon Prime is a subscription service (subscription) that you can subscribe to by paying a fixed amount every month or year, but there are many cases such as 'I want to cancel, but it is difficult to understand the cancellation method and I continue to subscribe', and consumer organizations However, there are cases where a lawsuit is filed saying that 'Amazon Prime is too difficult to cancel .' Amazon's internal document leaked on March 16, 2022 revealed that Amazon was deliberately complicating the churn method, reducing the number of churn.

Amazon uses tactics to make Prime cancellations harder, making it drop 14% --TechStory
https://techstory.in/amazon-uses-tactics-to-make-prime-cancellations-harder-making-it-drop-14/

Designs that trick users into purchasing products on websites or subscribing to contracts are called ' dark patterns ,' and are prohibited by law in California, USA, or 'subscribe with one click and cancel by phone.' There are many cases where the method of '' is illegal and is regarded as a problem.

What you need to understand to identify the website design 'dark pattern' that tricks you-GIGAZINE

According to Amazon's internal documentation obtained by Business Insider , Amazon takes actions such as 'getting some questions answered' and 'offering an offer to change from a monthly contract to an annual contract' for users attempting to cancel Amazon Prime. , He said he was implementing a project to reduce the cancellation rate by complicating the cancellation process. The project was called 'Iliad,' and an internal document also stated that Amazon reduced Amazon Prime churn by 14% with 'Iliad.'

Amazon's spokeswoman responded to the accusation that 'Amazon is using the dark pattern' that 'Amazon's process is simple and transparent, openly showing users decisions and choices.' increase. Jamil Gani , head of Amazon Prime, also argues that Amazon is rather paying attention to user feedback and constantly working to improve the user experience, with both subscription and cancellation clearly stated. It states that it is designed to do so.