- Amazon (NASDAQ:AMZN) will increase the monthly price of Amazon Prime from $10.99 to $12.99, an 18% increase, according to Recode.
- Student Prime pricing will jump up a dollar per month from $5.49 to $6.49.
- The annual price of $99 won’t increase and would offer an increasingly better value since the new monthly price works out to about $156 a year. Also unchanged: Standalone Prime Video membership at $8.99/month and Prime for those on government assistance at $5.99/month.
- The monthly payment option was seen as a way for Amazon to attract lower income individuals who couldn’t afford the $99 Prime payment and those who wanted to test the service. But with the cheaper tiers already available for students and government assistance recipients, Amazon might have felt the $10.99 wasn’t a sustainable price.
- Amazon shares are up 1.6% premarket.
- Previously: Amazon cancels three shows, looks for blockbusters in programming shift (Jan. 18)
- Now read: Amazon.Com: One Of The Best Picks For 2018-2028
Original article