Hidden ways online retailers are ripping off shoppers

In light of the lawsuit against Amazon Prime over its cancellation practices, a spokesperson for Sparrow, a platform that helps users claim money from class-action lawsuits, has outlined four hidden ways online retailers are costing shoppers more than they realize, along with practical tips to protect yourself.

1. Free Trials And Subscriptions That Keep Charging You

“Canceling a subscription shouldn’t feel like finishing the Iliad,” says Mike Lee, from Sparrow.

Retailers often design convoluted unsubscribe flows—requiring multiple clicks, misleading buttons, or even a support call—to keep you subscribed longer. The FTC’s lawsuit against Amazon Prime highlighted this dark pattern in action.

Protect yourself: Avoid one-click trial offers. Set a calendar reminder to cancel. If cancellation feels confusing, that’s by design.

2. Dark Patterns in Checkout Pages That Make You Spend More

Retailers use “dark patterns” like pre-checked boxes, fake urgency (“Only 1 left!”), or guilt buttons (“No, I don’t want to save money”) to push you into spending more.

“Consumers think they’re in control, but the interface is doing the selling,” says Mike. Even Amazon faced scrutiny for using these tactics in its Prime cancellation flow.

Protect yourself: Slow down at checkout. Uncheck boxes, watch for hidden fees, and read the fine print.

3. AI Pricing Manipulations That Charge You More

Retailers now use AI to change prices based on your device, location, or behavior. The same product could cost you more than it does for someone else, just because you searched for it twice.

“People think they’re seeing the real price, but they’re seeing their price,” says Mike. “The algorithm adjusts it based on what it thinks you’ll pay.”

How to protect yourself: Use incognito mode when browsing. Compare prices on different browsers or devices. And clear your cookies before making big purchases.

4. Apps and Sites That Track You Without Saying So

Retail sites and apps often install trackers that collect your clicks, location, and habits—then share them with dozens of third parties, even if you didn’t click “Accept All.”

“Most people think they’ve opted out of tracking when they haven’t,” Mike Lee warns. Sephora was fined for this, and some apps ping over 80 external domains per session.

Protect yourself: Use a browser with tracker blocking, avoid accepting all cookies, and review app permissions often.

The Expert Takeaway

“Today’s tactics are built around subtle pressure, including auto-renewals you forget, prices tailored to your behavior, and checkout pages designed to confuse just enough,” the Sparrow spokesperson says. “The best defense? Slow down. Read every screen before you click, question every deal that feels too easy, and never assume the first price is the only one. Because in 2025, the real cost of shopping isn’t just what you pay, it’s what you didn’t realize you agreed to.”