Amazon.com Inc. is being sued by an investor for allegedly using dark patterns to trick users into signing up for Prime subscriptions. The investor is seeking internal documents to investigate claims that Amazon's corporate leaders continued to use a misleading Prime enrollment process, knowing it led consumers to sign up for unwanted recurring bills.

On October 18, 2022, the Consumer Financial Protection Bureau (CFPB) initiated legal action against ACTIVE Network for deceptive and abusive practices. ACTIVE Network allegedly enrolled consumers in discount club memberships without their explicit knowledge or consent during online event registration and payment processes. They also reportedly increased membership fees without providing consumers with written notice of the new amount and payment date. The CFPB seeks redress for consumers, disgorgement, injunctive relief, and the imposition of civil money penalties.

On May 15, 2024, Arizona Attorney General Kris Mayes filed two lawsuits against Amazon, accusing the company of violating consumer fraud and antitrust laws. The consumer fraud lawsuit focus on Amazon's use of dark patterns to discourage consumers from cancelling their Prime memberships.