Some members misunderstood what Prime actually was. However, some Which? members would seem to disagree. The sign-up process is clear and transparent, with multiple touch-points asking the customer if they would like to proceed’. Of those people, 28% said that they had accidentally signed up to Prime, with 18% of that group only realising when Amazon sent them an email indicating that their subscription was about to renew.Īlmost a quarter didn’t actually realise until they checked their bank account and saw that they had been charged for Prime.Īmazon told us that ‘all customers who join the Prime programme actively decide to sign up and each has the option to cancel at any time. We surveyed 1,199 Which? members in June 2019 and more than half had a Prime membership or had previously been a subscriber. However, our survey reveals that many subscribers signed up without actually knowing it. And with Amazon Prime Day almost upon us, many will be weighing up the benefits of the service with the cost. Almost a third of Which? members have accidentally signed up to Amazon Prime, with many only realising when they later checked their bank statement, according to a recent survey.Īmazon’s subscription service offering free next-day delivery on items, along with other services, is a tantalising opportunity.
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