Amazon Raises Prime Membership as Apple TV Challenge Looms
Amazon has confirmed that it is raising the annual membership price for Prime, the online retail giant's popular service for streaming video, borrowing books, and, of course, enjoying expedited free shipping.
Gone are the days of a $79 annual fee. After nine years at that price level, the new subscription fee is $99. For student members, the price is $49.
For members with subscriptions set to renew after April 17th, the increased membership fee will be charged. Prime subscribers, if they haven't yet been notified by email about the price change, will receive an email shortly from Amazon.
Curiously, Amazon is making the price hike as rumors abound that it will soon launch a set-top box allowing Prime users to stream a host of available TV and movie content to their televisions. With more content than ever now available through Prime, the price hike seems logical and shouldn't be too difficult to stomach given Amazon's long history of not routinely raising membership prices.