Amazon.com is raising the price for an annual subscription to its Prime program to $139 a year in the U.S., up from the current $119, which took effect in 2018.
The new higher annual rate will go into effect for new Prime members on February 18. Current price members will see their membership price increase when they renew on or after March 25.
Amazon has not seen significant fallout in the past over its decisions to raise Prime fees and it is counting on the case being the same this time. The retail and technology giant is pointing to increased costs, including wages and transportation, to help provide justification for a higher subscription rate.
