A federal trial has kicked off that puts Amazon’s user interface design directly under the microscope. The U.S. Federal Trade Commission is accusing the e-commerce leader of deploying “dark patterns”—a term for manipulative design choices—to trick countless users into signing up for its lucrative Prime service without full awareness or consent.
The government’s lawyers argue that Amazon’s checkout page was a masterclass in deception. By making the button to join Prime large and centrally located, while relegating the option to continue without it to a small, easily missed link, Amazon allegedly steered customers into unwanted subscriptions. The FTC also points to the lack of clear, upfront information about the service’s cost and recurring charges.
The case extends beyond the initial sign-up. A significant part of the FTC’s argument focuses on the cancellation process, which was allegedly so convoluted it earned the internal moniker “Iliad.” The FTC describes it as a “labyrinthine” journey designed to exhaust the user’s patience, forcing them through multiple pages and confusing options just to unsubscribe from a service they may not have wanted in the first place.
This legal battle is emblematic of a new era of scrutiny for America’s tech giants. After years of relatively lax oversight, federal agencies are now aggressively pursuing cases related to anti-competitive behavior and consumer deception. This trial is a critical test of the FTC’s power to hold these powerful corporations accountable for their digital practices.
Amazon has denied the allegations, stating that its goal has always been to make its services easy to use and that the FTC’s claims are exaggerated and outdated. The company’s defense will likely focus on its recent efforts to simplify the subscription and cancellation processes. The trial’s outcome could force major changes not only at Amazon but across the entire digital subscription economy.