Amazon Australia has raised the price of Prime, increasing its monthly subscription cost by 30% to AU$12.99 ($9.12 USD), TechRadar reported.
For shoppers who rely on fast shipping, streaming, and members-only sale access, the increase marks a notable price jump without a major change to the core bundle.
Here's what to know
Existing members will keep their current pricing for renewals scheduled before Nov. 25.
However, new Prime subscribers in Australia will now pay AU$12.99 ($9.12) per month instead of AU$9.99 ($7) and AU$99 ($69) per year instead of AU$79 ($55).
In emails to members, Amazon said the price increase reflects an expanding range of products and benefits, per TechRadar.
The bundle itself was listed as unchanged, including Prime Day and Prime Big Deal Days, Amazon Luna gaming access, Prime Reading, Prime Music, Prime Video, and free and faster delivery options.
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An Amazon spokesperson told TechRadar that the pricing change applies only to Australia and pointed to broader delivery reach, more Prime Video content, and Alexa+ access.
It is the second time Amazon has raised Prime pricing in Australia since the service debuted there in 2018.
More background
The increase comes before Amazon's Black Friday sales window in Australia, with the event set for Nov. 27 and running through Cyber Monday on Nov. 30.
For customers who keep Prime in part for sale access and fast holiday delivery, the higher fee arrives as seasonal spending pressures build.
At launch in 2018, Prime in Australia cost AU$59 ($41) per year or AU$6.99 ($4.90) per month. In May 2023, Amazon raised those prices to AU$79 ($55) annually and AU$9.99 ($7) monthly, increases of 34% and 43%, respectively.
Prime customers in the United States have also been subjected to several price increases.
What's being done?
Amazon claimed the higher price reflects added member value, citing Prime Free Overnight Delivery before 8 a.m. for hundreds of thousands of items in four cities and Prime Free Same-Day Delivery across nine Australian regions, TechRadar reported.
It also emphasized more Prime Video programming, live sports, no-cost Alexa+ access, and event-linked exclusive deals such as Prime Day.
Members currently paying AU$9.99 ($7) per month will remain on that rate until a renewal date on Nov. 25 or later.
"With the continued expansion of Prime member benefits, and so we can continue growing the offering, we will change the price of Prime to $12.99 per month or $99 per year," an Amazon spokesperson told the outlet.
"Prime has never offered as much value for members as it does today," they added.
Where can I learn more?
Amazon's latest Prime price increase comes as some shoppers question how much value the membership still offers. These stories look at Prime Video features, Prime Day pricing disputes, and other Amazon charges that have drawn shopper criticism.
• Amazon sparked debate after adding an AI recap feature to Prime Video.
• Amazon faces a class-action lawsuit alleging Prime Day shoppers paid more than expected.
• Shoppers used side-by-side comparisons to question Prime Day discount tactics across Amazon listings.
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