As a Prime customer, I really only ever signed up with them for the ‘free two day delivery’, and in some cases one day delivery. But it’s reaching a point, where I don’t necessarily need things ‘next day’ anymore, and to keep justifying these price hikes, is not really attractive to me, when I really don’t use the likes of the movie service or the other services for that matter.
If you’re somebody that frequently orders from Amazon and you really need/want the two day delivery and that would exceed the value of your membership costs, then I could see this being non-issue for some customers.
As inflation continues to rise in other areas in our economy, I suspect that will force consumers to second-guess their renewal. But again, it really depends how much they actually utilize all the services combined.