Amazon will increase the annual cost of Prime for U.S. customers to $119 per year, up 20% from $99 currently — news coming after it blew the doors off revenue and profit expectations in the first quarter.
The price increase will take effect starting June 16 for existing Prime customers based on their renewal period
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So they made more profit than expected but are still driving up the annual service fees by a notable margin... I’ve been a prime subscriber since the service began, but it’s starting to push the limit on what I’m willing to pay at this point, personally. I don’t use a lot of the services that justify the fee.
If they had a Prime Lite that provided only prime shipping services for $59 a year, and for $59 more ($120/yr) you get Prime Music / Video and other services added on, it would be a bit better at this point as the price continues to climb.
This is backwards thinking at best. They'll drive customers away at this point. Could be making much more money with a cheaper rate, all but guaranteed.