Amazon to allow Prime users to unsubscribe

U.S. online retail giant Amazon has made it easier for users to cancel their subscriptions to its fast shipping club Prime with just two clicks, following complaints from consumer groups, the European Commission said on Friday. European Consumer Organisation, the Norwegian Consumer Council and the Transatlantic Consumer Dialogue took their grievances to the EU executive in April last year. They said users had to go through numerous hurdles such as complicated navigation menus, skewed wording and confusing choices, to unsubscribe from Amazon Prime. The company will now allow users to unsubscribe from Amazon Prime with two clicks via a prominent and clear 'cancel button', the Commission said.