Leaked internal documents show that Amazon implemented a program called "Iliad" that puts a barrier to users removing Prime membership. Before canceling a membership, Iliad displays the user with several questions and options designed to reduce Churn of Prime members. One document shows that because fewer users were able to "go through" the cancellation process, a 14 percent decrease in prime memberships in 2017.
Amazon implemented the "Iliad" program to prevent users from canceling Prime memberships
The complicated process is an "example" of Amazon's use of obscure user interface design to prevent users from canceling Prime memberships.
In recent years, several companies have complained to the U.S. Federal Trade Commission about the Amazon Prime membership cancellation process and the use of so-called "dark patterns."
An Amazon spokesperson said in an email that Prime's registration and cancellation "is concise, transparent, and clearly provides users with options and what they mean."
Jamil Ghani, vice president of business at Amazon Prime, said in a statement, "Giving users at a glance and their trust is the most important thing for us." We've designed it to make it easy and convenient for users to sign up for or cancel Prime memberships. We constantly listen to user feedback to improve the user experience. ”
How to cancel an Amazon Prime membership at this time:
▲ Remind users not to give up Prime membership
The End Membership button is located in the Manage Membership tab, which displays some reminders and options. The first prompt is "Don't give up enjoying the movie" and reminds the user how long it will be until the next billing cycle.
▲ Prompt users to switch to annual payments to save a sum of money
The next tip tells the user how much they can save by switching from monthly to annual payments.
▲ Try to retain users again
The last prompt asks the user to confirm the cancellation of the membership, and the three yellow buttons on the left side of the page allow the user to stop or retain the membership, or to be reminded later. The two yellow buttons on the right list the two options for when to cancel the membership.
Source: Phoenix Technology