In what is the first change in price since Amazon launched Prime in Australia five years ago, members of the subscription shopping and entertainment service can expect an email today outlining a price rise of $3 in Australia.

The new price kicks in for new members in late may, while existing members will see their price rise in late June.

Marcos Regalo, head of Prime in Australia says “Prime members love the combination of shopping, savings and entertainment in one membership that Prime provides them, and we are committed to continue investing in and growing the value of Prime. Since launching in 2018, we’ve added more product selection available with fast, free, Prime delivery; launched Prime exclusive deals and discounts; and added more high-quality digital entertainment, including TV, movies, music, and books. With the continued expansion of Prime member benefits, and so we can continue growing the offering, we will change the price of Prime from $6.99 to $9.99/month, and the annual membership from $59 to $79.”

That Annual membership has never looked like a sweeter deal than now, averaging out to just $6.60 per month.

It’s a blow for those hooked up to Prime for what was a cracking price. For $6.99 the best you can do at this scale is watch Netflix with ads, while for $9.99 the price matches other entry level streamer prices like Stan.

However, Amazon would surely argue Prime offers more than any of those services, with Prime TV of course being the comparitive service, however you also get Amazon Music ad-free, and of course the Prime shopping benefits which offers free delivery from millions of products.

For me, the one-day shipping at no cost has been a game-changer and justifies the cost on it’s own. That there are great shows like Jury Duty (Check it out) too just make it better value.

While this may frustrate some members, every single streamer has gone through this. Netflix has bumped their price multiple times, as has Stan, even Disney, Kayo and Binge.

The new prices come into effect for new Prime members on 24 May, 2023 while for existing members, the new price kicks in from 28 June, 2023 at your next renewal after that.