Deceptive Practices Under Scrutiny
The Federal Trade Commission’s long-awaited trial against Amazon begins this week, focusing on the e-commerce giant’s Prime subscription practices. Filed in 2023, the lawsuit accuses Amazon of using deceptive user-interface designs, or “dark patterns,” to trick consumers into signing up for Prime and making cancellation unnecessarily difficult.
The FTC’s Allegations
According to the FTC, Amazon deliberately created a “labyrinthine” cancellation process known internally as the “Iliad Flow,” a reference to Homer’s epic about the long Trojan War. Customers reportedly had to navigate a four-page, six-click, fifteen-option process, filled with warnings about lost benefits and offers intended to discourage cancellation. By contrast, signing up for Prime could be completed in just two clicks, with recurring charges often buried in fine print.
Amazon’s Defense and Stakes
Amazon has denied wrongdoing, stating that its executives acted properly and that the company always puts customers first. Prime, priced at $14.99 per month or $139 annually, has evolved from a fast-delivery add-on into a multi-service package, offering streaming, grocery delivery, fuel discounts, and exclusive deals. Analysts estimate Prime has 197 million U.S. subscribers as of March 2025. The trial is expected to last about a month, with jury selection starting Monday and opening arguments Tuesday. A jury ruling against Amazon could lead to significant financial penalties determined by the judge.
Recent Changes
Amazon has since updated its cancellation process, introducing a dedicated page where users can choose to end or pause their membership. The FTC, however, argues that past practices harmed millions of consumers and violated consumer protection laws. The outcome of the trial could reshape how major tech firms design subscription interfaces in the future.