Hey, just a heads up—if you’re like me and an Amazon Prime customer, there is something that you may need to know. Analysts think that Prime is going to cost more again next year. Let’s discuss it together, simple as can be.
Prime will cost more in 2026
Amazon could raise the price of Prime in 2026, a J.P. Morgan spokesperson writes in a note. It now costs $139 per year in the United States. The price has not risen since 2022. It was $119 before that.
The bank thinks this pattern—raising the price about every four years—could be a signal that another price increase is on the horizon.
What you get with prime
Even if the price goes up, you still get a lot with Prime. This is what you get:
- Rapid shipping: Same-day, one-day, and two-day shipping on most products
- Streaming access: Prime Video for TV shows and movies
- Music & Reading: Amazon Music and Prime Reading
- Grocery bargains: Discounts at Whole Foods and Amazon Fresh
- Food delivery benefits: Free Grubhub+ membership
Is it still worth it?
The J.P. Morgan analyst Doug Anmuth thinks so. He estimates that the value of all Prime benefits totals about $1,430 a year. That’s about 10 times what you’re really paying.
In 2016, only $544. So yes, the benefits have gone up a lot.
Amazon keeps adding more
Amazon has been keeping its plate full improving its services. They’ve expanded their delivery network, especially in the country. They’re also working on better ways of bringing packages to you faster.
They’ve added grocery benefits, new shopping features, and more video content to Prime Video—even though ads will now be appearing unless you pay more.
Why Amazon might raise the price
Anmuth puts the estimate of a $20 increase in the U.S. at another $3 billion a year for Amazon. That’s a pretty big increase.
Even if they do raise the price, he doesn’t think folks will abandon it. Prime is too darn convenient for most of us.
Prime keeps on growing
Today, approximately 350 million people subscribe to Prime worldwide. That number keeps on growing, especially internationally.
Read this now:
Final thoughts
Amazon hasn’t yet announced officially that they’re raising the price—but it’s a good bet looking like it might happen. If you’re a Prime enthusiast like myself, it might be a good bet to keep an eye out for updates. Fingers crossed the value keeps adding up with the price.
