Amazon raises price of Prime membership to $99

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wwltv.com

Posted on March 13, 2014 at 10:03 AM

Brett Molina, USATODAY

That Amazon Prime membership is going to get more expensive.

The online retail giant revealed it is raising the price of an annual subscription to Prime from $79 to $99. The price for the student version of Prime will also rise to $49.

Amazon Prime is an annual subscription service that offers free two-day shipping on select items, access to a host of free videos through the streaming service Amazon Instant Video and access to the Kindle Owners' Lending Library used to borrow books.

Shares of Amazon are up more than 2% in early trading following news of the price increase.

The price increase was first reported by Cnet.

Amazon first hinted at a price increase for Prime in January during its fourth-quarter earnings call, when the company also revealed its shipping costs surged 19% to $1.21 billion.

Last month, a survey from Bizrate Insights conducted after Amazon's quarterly call found many Prime users would consider cancelling their subscription if the price was raised.

 

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