The question of whether Amazon deliberately deceived millions of its customers is now before a federal court. A trial has begun in Seattle where the Federal Trade Commission is arguing that the company used manipulative “dark patterns” and a deliberately frustrating cancellation process to grow and maintain its base of Prime subscribers.
At the trial, government attorneys will present evidence that Amazon’s checkout interface was designed to be misleading. The FTC’s complaint details how the option to purchase items without signing up for Prime was often hidden or presented in a confusing way, while the button to join Prime was large and prominently displayed, leading to accidental subscriptions.
The lawsuit also takes aim at the complex process for unsubscribing, which was internally codenamed “Iliad.” The FTC alleges this system was not a user-friendly oversight but a carefully constructed barrier. It involved a confusing, multi-step sequence that the government says was intended to make users abandon their attempt to cancel, thereby securing another billing cycle for Amazon.
This case is a cornerstone of the Biden administration’s broader push to enforce antitrust and consumer protection laws against the nation’s largest tech firms. After years of criticism that regulators were too passive, the FTC is taking an aggressive stance, and this trial is seen as a major test of its new approach. The agency is seeking substantial monetary relief and a court order to prevent such practices.
Amazon’s defense is expected to argue that its designs were not deceptive but were intended to clearly present the benefits of Prime membership. The company has stated that the FTC’s allegations are outdated and do not reflect the current, more simplified subscription and cancellation experiences it now offers to customers. The four-week trial will ultimately decide if Amazon’s designs crossed the line from persuasive to deceptive.