So I just cancelled my Prime membership to see how hard it is, and because cancelling subscriptions before they expire is a good idea anyway. I often get better

So I just cancelled my Prime membership to see how hard it is, and because cancelling subscriptions before they expire is a good idea anyway. I often get better offers just by doing this. I will very likely re-subscribe though. Here's what I did: 1) Select "Your Prime Membership" from the "Account & Lists" menu on the Amazon homepage. It's not hard to find and not in a surprising place. 2) At the top of that page is a menu titled "Manage Membership - update cancel and more". The dropdown contains a link saying "End Membership". They also warn right there "By ending your membership you will lose access to your Prime benefits." without telling me that I'm not actually going to lose any benefits until the end of the membership period. That's a very popular dark pattern. They clearly want me to wait until the last moment and then forget to cancel. On the other hand, they do send a reminder. 3) Clicking "End Membership" brings me to a page listing all my Prime benefits with a big button at the top saying "Use your benefits today". At the bottom of the page are three buttons, "Keep membership", "See More Plans" and "Continue to cancel". Continuing to cancel... 4) Now I'm on a page with a big fat headline saying "Please confirm your Prime membership cancellation" and a prominently highlighted button saying "End on 15 July 2023" next to a gray button saying "Keep Membership". Now they're finally letting me know when my membership benefits will end. Clicking this button actually cancels the membership. So this is one unnecessary step and one annoying dark pattern (plus a few more subtle ones). It's not egregious. I would say it's slightly better than average.