Amazon has announced that it is increasing the prices for its Prime subscription service in Europe.
In the US, the annual price increased from $119 to $139.
The latest Amazon Prime price hikes vary greatly between countries in Europe, with French customers paying an extra 43% on top of the current 49. In Germany, Amazon's second biggest market after the U.S., subscribers will pay 30% more on the 69 they pay at present, while in the U.K.
All new members and renewals will be affected by the new prices.
Amazon customers in the UK are receiving email confirmation of the price changes.
Thank you for being a valued member of Amazon Prime. We are writing to you about an upcoming change to your membership.
As of 15 September 2022, the price of the monthly Prime membership will increase from £7.99 to £8.99, and the price of the annual Prime membership will increase from £79 to £95. The new price will apply to renewals starting 15 September 2022. You can view your next renewal date, manage, or cancel your membership by visiting your account.
We continue to focus on making Prime even more valuable for members. This is the first time we have changed the price of Prime in the UK since 2014. During this time, we have significantly increased the number of products available with unlimited, fast Prime delivery; added and expanded ultra-fast fresh grocery delivery; and added more high-quality digital entertainment, including TV, movies, music, games, and books. Prime Video in particular has increased the number of TV series and movies on offer, including Amazon Originals, as well as live sports coverage, such as the Premier League and Autumn Nations Series.
Amazon said it was due to its expansion of Prime member benefits and an increase in costs, such as wages and transportation. In Europe, Amazon says it has added a host of new perks to the Prime subscription since the last time it raised the prices. Increased inflation and operating costs are said to be a driving force behind the increases.
It is the first Prime price increase in eight years for the U.K.
With another six weeks until the new prices take effect, this could lead to a surge in annual signups for Prime as customers look to lock in the current price for another year.
Customers in Europe will be able to cancel their Prime subscription without being confused.
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