I’m in America and it’s six clicks but pretty straightforward nonetheless: 1. Click “account” 2. Click “Manage Prime Membership” 3. Click “Manage Membership”

I’m in America and it’s six clicks but pretty straightforward nonetheless: 1. Click “account” 2. Click “Manage Prime Membership” 3. Click “Manage Membership” 4. In the drop down click “manage membership” (ok, this is a bit silly, but no misdirection so far) 5. Click “end membership” 6. Click “cancel my benefits” I could see an argument to be made that step 5 should be the last step. But it took me less than 20 seconds to figure out how to cancel my Prime membership even though I’ve never done it before. All that said, I also appreciate the argument by EU regulators that a subscription cancel flow should only be 2-3 clicks at the most.