Also if you accidentally let your Prime roll over for another month and you try to cancel a few days later without having bought anything that month, they'll offer to refund the most recent payment. Happened to me a few weeks ago, I was surprised.

But canceling prime does not make you a non-customer for amazon. People tend to forget that. You can still order, you still have your account and the refund is an incentive to "come back" -- although you never left.

Not to criticize this behavior, just to set it into the proper context. Its just smart to see the potential customer in your cancellations anyway.

They actually refund rather than just cancel further payments?

They choose to offer refunds but also to bury the unsubscribe button behind 5+ screens with misleading text and reminders of what you'll "lose".

Rather than good customer service, Amazon try to be generous on the visible aspects that people might talk about, but quietly cheat you with antipatterns.