In an informal poll, the folks at asked shoppers “At what price would you cancel your Prime Membership?” The magic number: $150. Still, while it’s an (almost) indispensable part of a lot of consumers’ shopping habits, there is a line in the sand. Walmart and Target have put forth valiant efforts, but Amazon is still unparalleled in its offerings. “Amazon has seen tremendous growth over the past decade, and few competitors can match the scale, availability and shipping speed offered by Prime,” Jon Bitner, a consumer analyst with, a shopping platform and deal-sharing community, said in a recent examination of Prime membership. The last time the digital retailer raised the rate for its service was in 2018. Unveiled in 2005 and originally priced at $79 per year, Amazon’s membership service has evolved to showcase a number of consumer perks, including expedited shipping, Prime Video, Reading, Gaming, Music and Photos, as well as discounts at Whole Foods, access to the annual Prime Day event and savings on prescriptions through Amazon Pharmacy. Current members will be billed the higher rate after March 25, on their next renewal date. New members will start paying the increased rate on Friday, Feb. The price of the subscription with a monthly fee will rise to $15 from $13. On the heels of a recent positive earnings call lauding $137.4 billion in fourth quarter 2021 sales, Amazon announced it will increase the price of its Prime membership in the U.S. The cost of clothes, groceries, gas, furniture, cars and other goods are rising, and now, so is your Amazon Prime membership. It’s the first time the sales event is being held in the fall. 28, 2020 that it will hold its annual Prime Day sales event over two days in October That's because the pandemic forced it to be postponed from July. Amazon is looking to kickstart holiday shopping early this year. Comments FILE - In this Thursday Apfile photo, The Amazon logo is seen in Douai, northern France.

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