Amazon’s Tactic to Prevent Membership Cancellation Revealed

Every service and application we use today can resort to various tricks in order not to lose us. When these cunnings are too obvious and exaggerated, there are methods called ‘dark models’, which are almost fraudulent, while some are only created with changes in the user interface. light, but useful being implemented.

It turned out that one of them was also implemented by the e-commerce giant Amazon. Documents shared by Insider revealed Amazon’s project called ‘Iliad’. This project Users who want to cancel their Amazon Prime subscription it included methods to discourage this way.

Amazon blocked 14% of its users with its cunning tactic:

The user who wants to cancel his Amazon Prime membership within the scope of the project is in the process of canceling. with multiple questions and offers encountering. Although this application, which is in effect today, is not that challenging on paper, it has indeed managed to offer positive results for Amazon. Who wants to cancel Amazon’s membership thanks to this application 14% of its users give up reported.

Today, when you want to cancel your Amazon Prime membership, the privileges offered by Prime are listed. Under these privileges, there is the option to remind 3 days before the renewal of the membership, the option to continue the membership and the option to cancel. That is, after the page the user clicked to cancel. 3 options are offered and 2 of them ensure the continuation of the membership, albeit for a while.

Clicking on the button for the continuation of the cancellation process opens a new page. Amazon on this page it shows again the three options that appeared on the previous page. Here, the process is completed with the selection of the cancel option. But until the process is completed, the user will receive the same options twice, different design and page is showing. The re-presentation of options inevitably prompts users to rethink.