Amazon Prime Video Announces Major Price Hike For US Subscribers
Amazon Prime Video Announces Major Price Hike For US Subscribers...
Amazon Prime Video is raising its subscription prices for US customers starting next month, sparking backlash among longtime subscribers. The streaming service confirmed today that its monthly fee will increase from $14.99 to $17.99, while annual memberships jump from $139 to $169.
The price hike, effective May 15, 2026, comes as Amazon invests heavily in original content and live sports programming. The company recently secured exclusive NFL Thursday Night Football rights through 2033 and has been expanding its international content library.
Social media reactions have been overwhelmingly negative, with #PrimeVideoPriceHike trending on Twitter. Many subscribers say they're reconsidering whether to keep the service, especially with competing platforms like Netflix and Max maintaining stable pricing.
Amazon last raised Prime membership fees in 2022, when annual costs increased from $119 to $139. Company representatives cite rising production costs and inflation as key factors behind the latest adjustment. The change affects all 200 million Prime members globally, though pricing varies by country.
Industry analysts note this marks Amazon's most aggressive pricing move since launching Prime Video in 2006. The streaming wars have intensified recently, with services balancing content investments against consumer price sensitivity. Amazon's ad-supported tier, introduced last year, will remain at $8.99 monthly as a lower-cost alternative.
Current subscribers will receive email notifications about the change this week. Those on monthly plans can lock in the current rate if they switch to annual billing before May 1. The price increase comes just months before Amazon's highly anticipated "Lord of the Rings" series premiere in September.
Consumer advocacy groups have criticized the timing, noting many households already face multiple streaming service increases. Some lawmakers are calling for greater transparency about how streaming companies determine pricing structures. Amazon stock (AMZN) rose slightly in after-hours trading following the announcement.
