I was one of those users. One day when I must've been tired or distracted or whatever, on checkout I mustve clicked "try prime". Some 7 months later I noticed I

I was one of those users. One day when I must've been tired or distracted or whatever, on checkout I mustve clicked "try prime". Some 7 months later I noticed I was paying for prime which was never my intention. I complained to Amazon and after some back and forth was reimbursed the entirety of the money I had paid. My takeaway was "Amazon, for all its talk about customer obsession, will trick their customers. Noted." Edit: to expand, I'm just realizing that someone at Amazon must've sold the idea of thinking about dark patterns as a sales tactic on which you can put a cost value: on the one hand some people find out that they like prime who would've never otherwise tried it and that's a revenue, and other people will be upset when they find out they were tried, ask for a refund, and that's a cost. I'm sure they even had models to prove this is a positive trade off, and probably even randomized control experiments. I'm also convinced that the people pushing for this overlooked, maybe even intentionally, that brand damage is also a cost that's not accounted for in their models.