Amazon is increasing the price of its Prime membership in the U.S. for the first time in four years, the company’s chief financial officer announced on a call with analysts on Thursday.
Effective May 11, new subscribers will pay $119 a year for the shipping and entertainment membership program, up from $99 today. The new annual fee will apply to current Prime members starting with renewals on June 16. Amazon last raised Prime’s fee in 2014, when it cost customers $79 a year.
To me, the most shocking thing about this was the year Amazon last increased Prime fees (2014). I can’t believe it has been that long. Feels like only two years ago. Anyway, $119 is still a hell of a deal. Unlike the ire drawn whenever Netflix prices increase, I think the sheer breadth of Prime benefits outshines these inevitable announcements. It is the Subscription Age, after all.