Amazon has agreed to bring its Prime membership cancellation practices in line with EU consumer protection rules and the unfair commercial practices directive.

Last year, the European Consumer Organisation (BEUC), the Norwegian Consumer Council, and the Transatlantic Consumer Dialogue lodged a complaint with the European Commission against the retail giant.

The complaint highlighted the large number of hurdles such as skewed wording, complicated navigation, confusing choices, and repeated nudges users would have to endure to cancel their subscription to Amazon’s fast delivery service.

Amazon has committed to improving its cancellation policy for its Prime service in the EU with immediate effect.

Users will now be to unsubscribe in two simple steps, through an easy and visible cancellation button.

Commissioner for Justice, Didier Reynders, said: “Opting for an online subscriptions 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. One thing is clear: manipulative design or “dark patterns” must be banned. I welcome Amazon's commitment to simplify their practices to allow consumers to unsubscribe freely and easily.”

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