Cancel Prime?
Your last day will be June 5, 2026. After that, your card will not be charged again. You can keep using all Prime benefits until then.
Want to keep your benefits but skip a billing cycle? Pause instead.
Refund details
You can also end Prime today for a $16.28 refund of unused billing days. Most members prefer to keep access through their paid-up renewal date; that is the option above.
PFD critique · v0.7 layer reading
Three elements vs eleven. Same consent-order compliance.
L0
Working memory. Three decision-shaped elements on the page (cancel button, keep-Prime escape, optional pause link). Stays under Cowan (2010)'s 3 to 5 chunk ceiling. Amazon's shipped page presents 11+ decision elements compressed onto one screen.
L1
50ms verdict. One primary visual weight (the gold cancel button). The keep-Prime escape is link-weight, no button chrome. The 50ms scan (Lindgaard et al., 2006) locates the cancel affordance immediately. Amazon's page presents two yellow equal-weight buttons.
L2
Processing fluency. No refund math at the decision point. The end date is stated plainly. The refund calculation lives in a collapsed details element below the cancel button, available but not gating. Amazon's page mixes refund amounts ($16.28) into the radio labels, forcing System 2 engagement (Alter & Oppenheimer, 2009).
L3
Perception bias. No sunk-cost carousel. No loss-framed bullet box. Pause is offered once, after the cancel decision is named, as a single sentence below the actions. Amazon's page weaponizes sunk-cost reframing (Thaler 1980, Arkes & Blumer 1985) with a 7-tile journey carousel, plus a dedicated "By canceling, you'll lose" red-X bullet box (Kahneman & Tversky 1979 loss aversion).
L4
Decision architecture. Path-symmetric. Cancel is reachable in one click from primecentral, no slide-out panel, no save-offer pre-staging. Enrollment is one click; cancel is one click. The settlement's "as easy as enrollment, using the same method" requirement (Thaler & Sunstein, 2008) is satisfied at the path level, not just the page level.
Amazon ships (post-settlement)
- 7-tile sunk-cost carousel ($1,236 saved · 174 sessions · 101 orders · ad-free music · Prime Reading · Unlimited Photo · Free Games)
- 3 stacked save CTAs (Pause Prime · Switch plan · Set reminder)
- Loss-framed bullet box ("By canceling, you'll lose: Alexa+, Prime exclusive offers")
- 4 iso-styled radios (2 cancel options + 2 pause options)
- 2 yellow equal-weight action buttons (Keep Prime, Cancel today)
- Score: 26/100. Compliance theater.
Aurochs rebuild (this page)
- One named-and-dated cancel button: "End Prime on June 5"
- One link-weight escape: "Keep Prime"
- One optional pause link below the actions
- Refund details collapsed (available, not gating)
- No carousel. No loss box. No save-offer stack. No iso-styled options.
- Path-symmetric: one click from primecentral to here, one click to complete.