How amazon prime does Churn Prevention

amazon Prime User Churn Teardown

I looked at the cancellation process of the amazon prime membership to find out how amazon tries to prevent its prime members from churning.

You can find the complete transcript of my teardown right below.

  1. Intro Slide
  2. So, I want to cancel my amazon prime membership. Where to start?
  3. Maybe over here?
  4. It’s an ‘Account-ish’ thing, I guess?
  5. Ah, right in the first row of options. Very handy.
  6. So much prime stuff. Bet they’ve hidden the cancelation option as deeply as possible…
  7. Oh, look. Quite accessible and neatly organizes with other account related settings. Nice.
  8. I love progress indicators. They’re great for setting user expectations at the beginning of a process (honestly, I’d have expected a longe one here).
  9. Ok, obviously bad timing for this teardown. Prime Day is around the corner and obviously a huge counter argument.
  10. But what do I see here? Three equally weighted buttons? Very un-amazonian. Let’s go through them.
  11. A reminder? That sounds fair and handy. Let’s check out this option
  12. Back where I started with a subtle but comprehensive confirmation. Great option as I can’t drop the membership much earlier anyways.
  13. In general, meanwhile ‘standard’ practice for cancelation copy applied right here: Speaking in (losing) benefits. This one just lets me drop out of the funnel.
  14. Ok, let’s say I don’t want to keep those amazing benefits…
  15. Interesting that they’re aiming this counter argument solely towards pricing. They didn’t ask for any reasons before?
  16. Interesting that they’re aiming this counter argument solely towards pricing. They didn’t ask for any reasons before? Probably they learned over time that this is the only main reason for people to cancel prime. Therefore, it makes perfect sense.
  17. Interesting that they’re aiming this counter argument solely towards pricing. They didn’t ask for any reasons before? Probably they learned over time that this is the only main reason for people to cancel prime. Therefore, it makes perfect sense. I also really like that they don’t work with discounts to target ‘my’ pricing-related cancelation reason. It would depreciate the value of the membership
  18. I still get the known options to receive a reminder or drop out of the funnel.
  19. So, is this already the final button to end the membership? Reads like it, but the progress indicator shows one more step…
  20. Ah, of course not. This is the final final call. Neat overview of the relevant facts (end date) and the known options.
  21. For some reason, the buttons are still equally weighted. Not because of ‘dark patterns’, but just more better user orientation.
  22. Clear and obvious confirmation of my cancelation and when I’ll lose access to my prime benefits.
  23. I like the (maybe too) subtle option to directly reverse my decision. Not screaming for attention but perfectly integrated.