But the judge apparently did not find Amazon's denials completely persuasive. Viewing the FTC's complaint "in the light most favorable to the FTC," Judge John Chun concluded that "the allegations sufficiently indicate that Amazon had actual or constructive knowledge that its Prime sign-up and cancellation flows were misleading consumers."
In his order (PDF link), Chun also denied individual motions to dismiss from Amazon executives Russell Grandinetti, Neil Lindsay, and Jamil Ghani, who oversaw Prime operations.
As the FiveMacs pointed out, this isn't criminal. The FTC is saying they will personally face fines. Personal liability. As opposed to Amazon's corporate liability.
If they are liable the money goes to the government. Not individuals.