Amazon’s new tactics are still effective in retaining buyers!

Amazon's tactics are really getting more and more powerful.

To retain Prime members,

A project called "Iliad" was set up.

It makes it difficult for users to cancel Prime.

Iliad presents the user with multiple questions and options.

Just to reduce the loss of Prime members,

Data has shown that

Since only a small number of users can "complete" the cancellation process,

In 2017, the number of users canceling their Prime memberships decreased by 14%.

In fact, the main operating principle is

is to use obscure user interface design,

A "paradigm" to prevent users from canceling their Prime memberships,

This made many people feel extremely uncomfortable.

Many competing companies have also raised objections.

The Federal Trade Commission also investigated the incident.

Regarding Amazon's "dark patterns",

The investigation results were still fruitless.

Jamil Ghani, Vice President of Amazon Prime, said,

"It is clear to users that their trust is the most important thing to us.

Our design makes it simple and convenient for users to sign up for or cancel Prime membership.

We continue to listen to user feedback and improve the user experience.”

But the whole interface has to make everyone question it.

You can see it on the "End Membership" button.

The button is placed in the "Manage Membership" tab.

The first thing on the label is to remind you not to give up enjoying the movie.

We can even see that the user will be prompted.

How long is the next charging time?

This will completely make users want to give up.

If you still want to give up at this time,

If you continue to scroll down, you will find that

The background will prompt you.

How much money can you save by switching from monthly payments to annual payments?

This makes many users think,

Do you want to continue using it?

If this is not cumbersome and not a guide,

There really is no one else.

But for sellers, these are harmless.

Last year’s Prime Day also made many sellers lose money.

I believe that many sellers have already started preparing this year.

After all, Amazon hasn’t been very optimistic so far.