Amazon will increase the price of Prime membership fees in Europe and the UK — in some cases by 43% — with the e-commerce giant citing rising spending and inflation for the increase.
In the UK, Prime’s annual price will increase by 20% from £79 to £95. Customers in Spain, France and Italy will increase their prices by up to 43% and in Germany – Amazon’s second largest market after the US – the price of an annual Prime membership will increase by 30% from €69 to €89.90 .
According to Amazon, the higher prices will apply to new members starting September 15 and for customers renewing after that date.
In the US, Amazon last increased the price of Prime memberships in February for the first time in almost four years. The annual fee for the program increased 17% from $119 to $139. In addition, the pay-per-month option for Prime went from $12.99 to $14.99 monthly.
Prime offers free shipping on millions of products, plus extra perks like unlimited access to Prime Video.
In notifications to affected Prime members about the price hikes in Europe and the UK, Amazon called out “increased inflation and operating costs” as well as faster delivery times and adding more streaming content to Prime Video.
“We remain focused on making Prime even more valuable for members,” Amazon said in the message to UK members. The company noted that it’s the first time since 2014 that it’s increased the Prime price in the country and that “during this time, we’ve significantly increased the number of products available with unlimited, fast Prime delivery; added and expanded ultra-fast fresh food delivery; and added more high-quality digital entertainment, including TV, movies, music, games and books.”
In particular, Prime Video “has increased the number of TV series and films it offers, including Amazon Originals, as well as live sports coverage, such as the Premier League and the Autumn Nations Series,” the UK statement said.
https://variety.com/2022/digital/news/amazon-prime-fees-increase-europe-uk-1235326108/ Amazon increases Prime fees across Europe, UK