Amazon Faces FTC Trial Over Alleged ‘Dark Pattern’ Prime Practices
The Federal Trade Commission (FTC) has officially taken Amazon to court this week, launching a high-profile trial that puts the retail giant’s Prime subscription practices under intense scrutiny.
FTC Accuses Amazon of Deceptive Prime Sign-Ups
The lawsuit, originally filed in 2023 under the Biden administration, alleges that Amazon used manipulative design tactics—known as “dark patterns”—to trick millions of consumers into signing up for automatically renewing Prime subscriptions.
According to the FTC, Amazon deliberately designed the Prime cancellation process to be far more complicated than signing up, creating what it described as a “labyrinthine” system meant to confuse or discourage users.
“Amazon used manipulative, coercive, or deceptive user-interface designs to trap consumers,” the FTC complaint stated.
Amazon’s Response
Amazon, which charges $14.99 per month or $139 annually for Prime, has denied wrongdoing. The company has not issued new comments this week but has previously defended its practices, insisting that customers clearly understand the terms of Prime.
Prime, once marketed mainly for free and fast delivery, has since expanded to include streaming services, grocery delivery, exclusive deals, and fuel discounts, making it one of Amazon’s most profitable products. Analysts estimate around 197 million Prime members in the US as of March 2025, though Amazon itself does not disclose official numbers.
Trial Details and What’s at Stake
The trial, expected to last about a month, began with jury selection on Monday. Opening arguments are scheduled for Tuesday. If Amazon is found guilty of violating consumer protection laws, a judge will determine the financial penalties the company must pay.
The FTC emphasized that from 2016 onward, Amazon maintained a cancellation system internally dubbed the “Iliad Flow”—a reference to Homer’s epic poem about a long, grueling war. To cancel, customers reportedly had to navigate a four-page, six-click process with 15 different options, often interrupted by pop-ups about losing benefits, limited-time deals, or warnings meant to make them reconsider.
By contrast, signing up for Prime could be done in just two clicks, with key details about recurring charges allegedly buried in fine print.
Amazon Adjusts Its Cancellation Process
Facing mounting regulatory pressure, Amazon has recently streamlined its Prime cancellation page, giving members clearer choices to pause or end their subscription without going through the previously lengthy steps.
Still, the FTC argues that for years, the company profited by intentionally complicating the process, raising broader questions about how Big Tech platforms use design to influence consumer behavior.