The User is the Victim: FTC Frames Amazon Customers as Casualties of Deception

In a federal trial that started this week, the Federal Trade Commission is framing millions of Amazon customers as victims and casualties of a deliberate campaign of deception. The government’s lawsuit against the e-commerce giant alleges that its Prime subscription practices were designed to exploit and manipulate the very users it claimed to serve.
The first front of this alleged campaign was the checkout process, which the FTC says was riddled with “dark patterns.” These design tactics allegedly preyed on the trust and limited attention of consumers, leading them to sign up for Prime without realizing it or understanding the terms.
The second front was the “Iliad” cancellation process, which the FTC portrays as a final insult to the victimized user. This “labyrinthine” system was designed to be so frustrating that many would abandon their attempt to escape the unwanted subscription, making them casualties of a war of attrition.
This “user as victim” framing is a key part of the FTC’s strategy to win over the jury and the public. It shifts the focus from abstract legal principles to the tangible harm experienced by ordinary people. The agency is seeking monetary relief for these alleged victims.
Amazon is strongly rejecting this narrative. The company’s defense is that it is “customer-obsessed” and that the Prime service provides immense value. Its lawyers will argue that the FTC is painting a false picture of antagonism between the company and its users, who they claim are happy and informed subscribers.