Amazon was facing court action in the United States, facing allegations that it tricked millions of customers into signing up for its Prime service and then made it deliberately difficult to cancel.
The case, brought by the US Federal Trade Commission (FTC), claimed Amazon used “dark patterns” — manipulative website and app designs — to nudge people into auto-renewing subscriptions and trap them in a complex cancellation process.
However, Amazon has now agreed to pay $2.5bn (£1.9bn) to resolve the claims. Of this, $1.5bn will go toward refunding customers.
Amazon continues to deny any wrongdoing, insisting it has always put customers first.
Does this matter to Amazon Prime subscribers in the UK?
While this settlement is US-only, similar issues have been raised here.
Millions of people in Britain subscribe to Prime, which costs £8.99 per month or £95 per year. In 2022, following pressure from the European Commission, Amazon agreed to simplify Prime cancellations in the EU.
It introduced:
- A clear “cancel” button in the account menu
- Shorter, simpler steps to end a subscription
- Clearer information about auto-renewal and charges.
At the same time, the Gurdian reported that similar changes would apply here in the UK.
That’s good news for consumers — because a fair subscription is one you can leave just as easily as you join.
This isn’t the only case against Amazon hitting the news
In addition to the Prime sign-up case in the US, Amazon also faces two collective legal claims in the UK.
The first centres on Amazon’s Buy Box, which millions of shoppers use without realising they may be missing cheaper options. The claim alleges Amazon prioritised its own offers or preferred sellers, causing UK consumers to overpay by more than £1 billion in total. This is an opt-out claim — so if you bought from Amazon.co.uk between October 2015 and June 2023, you could be automatically included, with no need to act unless you choose to opt out.
The second case is a £2.7 billion claim on behalf of Amazon sellers. It accuses Amazon of abusing its dominance by favouring its own products, boosting sellers who use Fulfilment by Amazon (FBA), and limiting visibility for independent sellers and rival marketplaces. The Competition Appeal Tribunal confirmed in January 2025 that this claim will go ahead. Like the Buy Box case, it’s an opt-out action, meaning thousands of UK-based businesses could be automatically included if they sold on Amazon between 2018 and 2024.
Together, these cases show how Amazon’s business practices are under scrutiny on both sides of the Atlantic. For UK shoppers and sellers, the message is clear: whether it’s cancelling a subscription, finding the best deal, or competing fairly online, consumer rights and fair play are firmly on the agenda.
