The very digital architecture of Amazon’s e-commerce platform is under scrutiny in a federal trial that began this week. The U.S. government is accusing the company of building a deceptive system that used “dark patterns” and a “labyrinthine” cancellation process to illegally manage its Prime subscriber base.
The Federal Trade Commission, which filed the lawsuit, argues that Amazon’s checkout page was a carefully constructed trap. The design allegedly exploited common user behaviors to funnel customers into Prime memberships they didn’t want, using prominent buttons for enrollment and obscure text for opting out.
The trial will also focus on the “Iliad” cancellation flow, a system the FTC says was intentionally designed to be an arduous journey. By making it difficult for users to leave, Amazon could reduce churn and protect a major source of its revenue, a practice the government deems an unfair trade practice.
This legal challenge is part of a significant shift in regulatory attitudes towards the tech industry. Federal agencies are now taking a much harder look at how platform design can be used to manipulate consumers, moving beyond traditional antitrust concerns. The FTC is seeking both fines and a court order to force Amazon to reform.
Amazon’s defense is that its platform has always been designed to serve customers’ best interests. The company’s lawyers will argue that the FTC’s claims are a misinterpretation of standard design practices and that the allegations are based on outdated versions of its website and app.