Amazon’s use of dark patterns that add friction to the process of terminating a Prime subscription is being targeted by 16 consumer rights groups in Europe and the US which are taking coordinated action to urge regulatory intervention.

One of them — Norway’s Consumer Council (NCC) — has also published a report calling out what it describes as the ecommerce giant’s “manipulative” and “unreasonably cumbersome” unsubscribe process for Prime. The report has been punningly titled ‘You can log out, but you can never leave‘.

“It should be as easy to end a subscription as it was to subscribe in the first place. Amazon should facilitate a good user experience instead of hindering customers and tricking them into continuing paid services they do not need or

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