Amazon.com will pay $2.5 billion in fines and payments to Prime subscribers to settle a U.S. Federal Trade Commission case alleging the retail juggernaut signed users up for the subscription without their consent, the FTC said on Thursday.

Of that, $1.5 billion will go into a fund to repay eligible Prime subscribers and Amazon will not admit wrongdoing as part of the settlement, the FTC said.

Shares of Amazon were nearly unchanged after the news. Amazon didn’t immediately respond to a request for comment.

As part of the settlement, Amazon has agreed to create a "clear and conspicuous" button to allow customers to decline a Prime subscription, and to make it easier to cancel. Amazon has also agreed to more clearly disclose the terms of a subscription during the enrollment process and t

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