The concept of “dark patterns” is at the heart of a federal trial that pits the U.S. government against Amazon. The lawsuit alleges that the e-commerce giant used these manipulative design techniques to improperly enroll millions of users into its Prime subscription service, a charge the company is now fighting in a Seattle court.
The Federal Trade Commission argues that Amazon’s checkout interface was a textbook example of a dark pattern. It allegedly presented a confusing set of choices where the path to signing up for Prime was highlighted and simplified, while the option to decline was hidden in plain sight through small fonts and inconspicuous placement. The FTC claims this was done to deceive consumers.
The case also scrutinizes Amazon’s cancellation process, which was allegedly so complex that it was given the internal nickname “Iliad.” This system required users to navigate a frustrating maze of options, which the government says was a deliberate tactic to reduce the number of people successfully unsubscribing.
This legal action is part of a broader, bipartisan push to bring greater accountability to the tech sector. The trial against Amazon is seen as a crucial test of the FTC’s ability to regulate the digital marketplace and protect consumers from deceptive online practices. The agency is seeking substantial financial penalties and a court order to force Amazon to adopt more transparent designs.
Amazon’s defense strategy is to argue that its designs were not deceptive but rather were intended to communicate the value of its Prime service effectively. The company maintains that it has since updated its interfaces to make choices even clearer, suggesting the lawsuit is targeting problems that no longer exist. The trial is expected to last four weeks.