Amazon Pumps Up Price of Prime

Amazon Pumps Up Price of PrimeAmazon is upping the annual membership price for Prime in a move that comes just as rumors circulate that the online retail behemoth will soon challenge Apple in the set-top TV box market.

Prime, the increasingly ubiquitous service for streaming video, borrowing books, and getting free shipping on all orders, will now cost $99 annually.

Prime had previously cost $79 for the last nine years of its existence.

For members with subscriptions due to renew after April 17th, the new $99 membership fee will be charged.

Prime subscribers, we’re told, have begun receiving notifications of the price hike via email.

So, are you surprised that Amazon is raising the price of Prime? Will the new cost impact your decision to sign up or renew your subscription? Please weigh in with your thoughts below.