A federal jury in Seattle will now decide if Amazon’s Prime subscription service constituted a digital labyrinth designed to trap consumers. A trial has begun where the Federal Trade Commission is accusing the company of using deceptive designs to enroll users and then making it nearly impossible for them to find the exit.
The lawsuit, brought by the FTC, alleges that Amazon’s checkout process was laden with “dark patterns.” These are subtle but manipulative design elements that allegedly pushed customers toward signing up for Prime, even if they had no intention of doing so. The government claims this led to widespread “nonconsensual enrollment.”
The case also zeroes in on the Prime cancellation process, which was so notoriously difficult it was allegedly nicknamed “Iliad” within the company. The FTC describes this as a multi-step, confusing journey that was intentionally designed to frustrate users and prevent them from successfully unsubscribing.
This legal showdown is part of a much larger effort by U.S. regulators to rein in the power of Big Tech. The trial is significant because it focuses specifically on user interface design as a potential tool for consumer harm. The FTC is seeking substantial fines and a court order to force Amazon to make its subscription practices more transparent.
Amazon is pushing back hard against the government’s claims. The company argues that its designs were never meant to be deceptive and that it has always been easy for customers to manage their Prime membership. The defense will also highlight recent updates that have simplified the process, suggesting the lawsuit is moot.
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