Amazon has announced it is raising prices for its Prime subscription service in Europe, with costs increasing by as much as 43% in some markets.
The announcement comes about six months after the e-commerce giant announced a similar price increase in the US, where the annual price jumped 17% from $119 to $139.
Amazon Prime’s latest price increases vary widely between countries in Europe, with French customers paying an extra 43% on top of the current €49 they pay each year. In Germany, Amazon’s second largest market after the US, subscribers pay 30% more on the €69 they currently pay, while in the UK – Amazon’s third largest market – an additional 20% is added to the fee of £75.
The new pricing will be effective September 15, 2022 and will affect all new members and renewals.
Amazon customers have started receiving emails confirming price changes for their market, with UK customers receiving this message all night:
Thank you for being a valued member of Amazon Prime. We’ll write to you about an upcoming change to your membership.
From 15 September 2022, the price of the Prime monthly membership will increase from £7.99 to £8.99, and the annual Prime membership price will increase from £79 to £95. The new price will apply to renewals from September 15, 2022. You can view your next renewal date, manage or cancel your membership by going to your account.
We remain focused on making Prime even more valuable to members. This is the first time we’ve 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 delivery of fresh groceries; 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 offered, including Amazon Originals, as well as live sports coverage, such as the Premier League and Autumn Nations Series.
Benefits and inflation
With the price hike in the US earlier this year, Amazon said it was due to the expansion of Prime member benefits and a rise in costs, including wages and transportation. Amazon paints a similar picture in Europe, where it says it has added a host of new benefits to its Prime subscription since the last time it raised prices, such as same-day grocery delivery. According to some reportsAmazon also pointed to “increased inflation and operating costs” as the driving force behind these increases.
This is Prime’s first price increase in eight years for users in the UK, while subscribers in Germany last saw their Prime fee change in 2016.
With six weeks left until the new prices take effect, this could lead to an increase in annual signups for Prime as customers want to hold onto the current price for another 12 months.
Amazon also recently agreed to make it less confusing for customers in Europe to cancel their Prime subscription.