According to leaked data, Amazon made it difficult to exit Prime using sneaky tactics, with cancellations reduced by 14%.

• Amazon has deliberately made it difficult to cancel a Prime membership in a project codenamed “Iliad”.

• The project created multiple layers of questions and new offers before the user canceled Prime.

• After the program started, cancellations in 2017 decreased by 14%. Internal document shows..

Amazon deliberately pulled out the process of canceling a prime membership under the codename “Iliad”. Internal documents obtained by Insider..

The project created multiple layers of questions and new offers before canceling a subscription in the hope that prime members would reduce member churn. At some point in 2017 after the start of the project, the number of prime cancellations decreased by 14%. This is because fewer members are taken to the final cancellation page.

The multi-step cancellation process (the version remains active) is just one example of the subtle user experience design choices Amazon used to complicate or confuse Prime’s subscription and cancellation process.

In recent years, multiple Complaints It was submitted to the Federal Trade Commission seeking an investigation into the Amazon Prime cancellation process and the use of the so-called “dark pattern.”

“Throughout the process, Amazon interacts with users through wording and graphic design, making the process unnecessarily difficult and cumbersome to understand.” Norwegian Consumer Council He said in January 2021 when explaining the findings.

In an email to insiders, an Amazon spokeswoman said the Prime sign-up and cancellation process was “simple and transparent, clearly showing customers the choices and the meaning of those choices.” ..

“Customer transparency and trust are our top priorities,” said Jamil Gani, vice president of Amazon Prime, in a statement. “By design, it makes it clear and easy for customers to sign up for or cancel their prime membership. We will continue to listen to your feedback and look for ways to improve the customer experience.”

The story continues

What you need to cancel your Amazon Prime subscription today

The multi-step process isn’t as difficult to complete as the 500-page ancient Greek epic of the same name in Project Iliad, but canceling a prime subscription requires multiple clicks, decisions, and confirmations.

[メンバーシップの終了]The button is[メンバーシップの管理]Below the tab, you’ll see a series of prompts and offers.

The first prompt will say “Don’t give up on movie nights” to let users know how many days are left before the next billing cycle.

The following prompt tells the user how much money they can save by switching from monthly to annual payments. From February 18th Amazon’s annual prime membership fee has increased Monthly charges have increased from $ 119 to $ 139 and monthly fees from $ 13 to $ 15.

The final prompt asks the user to confirm the cancellation of the membership. The first three yellow buttons on the page suggest that you suspend or maintain your membership or notify us later.

Further down the page are the two final yellow buttons that list options for canceling or suspending membership.

Read the original article Business Insider