The new Amazon cancellation process includes a “prominent and clear” cancel button and short explanatory text. (Source: The Next Web)
It will be much easier for consumers in the EU to unsubscribe to Amazon Prime. It'll now let EU and European Economic Area consumers unsubscribe from the service with just two clicks, using a prominent and actual "cancel" button. The last option required several steps and a method the EU calls "confirm shaming" that makes users feel like they'll lose out if they continue the process.
Extensive lobbying by EU and EEA consumer organizations helped bring about this change. They even penned a 2021 report entitled, "You Can Log Out, But You Can Never Leave." This is a change we definitely hope to see implemented on more platforms and in more countries.