Anyone that has tried to cancel an Amazon Prime membership will know that it takes fewer steps and far less stress to get a medical degree.
It turns out that this is very deliberate, and the company even had a project code-name, ‘Iliad’, for the multi-step process.
The process involves a number of ‘are you sure?’ pages, and various offers enticing you to stay with Prime, before finally letting you unsubscribe. Not surprisingly, Prime cancellations fell by 14 per cent in 2017, once the company put the rigmarole into place.
“Throughout the process, Amazon manipulates users through wording and graphic design, making the process needlessly difficult and frustrating to understand,” reads one of many complaints lodged over the years after the process, this one from The Norwegian Consumer Council.
Amazon, however, maintains the palava is “simple and transparent and clearly present customers with choices and the implications of those choices.”
“Customer transparency and trust are top priorities for us,” Jamil Ghani, VP of Amazon Prime, insists.
“By design we make it clear and simple for customers to both sign up for or cancel their Prime membership.
“We continually listen to customer feedback and look for ways to improve the customer experience.”
