A Trial of Clicks and Mazes: Amazon Defends Its Prime Subscription Model

Amazon is in a Seattle courtroom this week, defending itself in a trial that boils down to clicks and mazes. The U.S. government accuses the company of using a deceptive “one-click” sign-up for its Prime service, followed by a frustrating “maze” of clicks for anyone trying to cancel, a practice the FTC alleges is illegal.
The Federal Trade Commission’s lawsuit claims that Amazon’s business strategy relied on “dark patterns” to boost Prime membership. These manipulative design choices at checkout allegedly duped millions of consumers into nonconsensual enrollments by making the subscription option prominent and the decline option obscure.
The trial will also feature extensive discussion of the “Iliad” cancellation process. The FTC argues this was a deliberately confusing system, requiring users to navigate four pages, six clicks, and fifteen options to achieve their goal. The government is presenting this as a calculated effort to reduce subscriber churn by creating friction.
This case is a critical test for federal regulators who are seeking to expand their oversight of the tech industry. The outcome could set important precedents regarding how much a company can “nudge” or “guide” a user before it crosses the line into illegal deception. The FTC is seeking both financial penalties and a permanent injunction.
Amazon’s legal team is arguing that the company’s designs were meant to be informative, not deceptive. They contend that the Prime service offers immense value and that presenting this value at checkout is a standard business practice. They also claim the allegations are outdated, as the company has since simplified its processes.