On a quick inspection the left barely looks like it’s worth reading and it’s easy to miss the link, so you’re led to thinking there’s a yes and a no button on the right. Click the no button and you’ve subscribed to Prime.
Obviously if you stop and actually look at everything you’ll realise what’s up. But this relies on you rushing and being misled in to signing up, which clearly works for them.
If you can handle the newspaper in question and the vile website layout, this gives a good example: https://www.mirror.co.uk/news/weird-news/man-saw-ufo-shadow-people-25937329