Amazon Faces FTC in Landmark Trial Over Prime ‘Dark Patterns’ Allegations
Amazon Faces FTC in Landmark Trial Over Prime ‘Dark Patterns’ Allegations
A high-stakes trial against Amazon by the Federal Trade Commission (FTC) is officially underway this week, with jury selection commencing Monday and opening arguments scheduled for Tuesday, September 23, 2025. The e-commerce behemoth stands accused of systematically tricking millions of consumers into signing up for its Prime subscription service through manipulative user interface designs, commonly known as ‘dark patterns,’ and deliberately making cancellations exceedingly difficult.
The lawsuit, initially filed in 2023, alleges that Amazon utilized coercive tactics to enroll customers into automatically renewing Prime memberships, then created a ‘labyrinthine’ cancellation process to deter or prevent them from unsubscribing. This complex, multi-step cancellation flow, internally dubbed ‘Iliad Flow,’ required customers to navigate a four-page, six-click, fifteen-option process, replete with promotional ‘off-ramps’ designed to dissuade them, according to the FTC.
Amazon, which generates billions annually from its Prime service—estimated to have 197 million US subscribers as of March 2025—vehemently denies the allegations. A company spokesperson stated, ‘The bottom line is that neither Amazon nor the individual defendants did anything wrong. We remain confident that the facts will show these executives acted properly and we always put customers first.’
The trial, expected to last approximately one month, will scrutinize Amazon’s practices, particularly how easily customers could enroll in Prime (often in just two clicks) versus the alleged difficulty in canceling. If found liable, Amazon could face significant damages. While Amazon has since modified its cancellation process to offer clearer options, the FTC’s complaint focuses on past conduct.
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