Amazon is raising the price of Prime monthly memberships by nearly 20 percent

Amazon Is Raising Prime Prices Again—But Only for Monthly Subscribers

Amazon.com is looking to squeeze more money out of monthly subscribers to its free two-day shipping service, which could persuade many of them to sign up for annual subscriptions.

Monthly subscribers to Amazon Prime now have to pay $12.99 each month, an 18 percent jump, according to Amazon's website. At that rate, monthly customers would pay $156 a year.

Being a Prime member gives consumers free two-day shipping as well as same-day delivery and access to Amazon's media services, including Prime Video and music streaming. Combining these benefits helps turn casual Amazon shoppers into devotees of the e-commerce platform.

Prime is the engine at the center of the Amazon commerce machine — Prime members buy from Amazon more frequently than non-Prime members and also spend more, hence why Amazon introduced the monthly option to lure new members. So, if the company is raising the fee, you can bet that it discovered that the current $10.99 was just not sustainable.

“Prime provides an unparalleled combination of shipping, shopping and entertainment benefits, and we continue to invest in making Prime even more valuable for our members,” the company said in a statement. “The number of items eligible for unlimited Free Two-Day Shipping increased in recent years from 20 million to more than 100 million items. We have expanded Prime Free Same-Day and Prime Free One-Day delivery to more than 8,000 cities and towns. We also continue to introduce new, popular and award-winning Prime Originals ... Members also enjoy a growing list of unique benefits like Prime Music, Prime Reading, exclusive products and much more.”

Translation: This stuff is really expensive.

The price of Amazon’s monthly Prime program for students, which just launched this past fall, is also jumping 18 percent — from $5.49 to $6.49.

At the same time, the cost of a monthly Prime Video membership, which doesn’t include shipping benefits, will remain at $8.99; the monthly Prime membership option for customers on government assistance will also remain unchanged at $5.99.

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DEVESH OJHA