Amazon Prime Price Increase

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Amazon.com Inc (AMZN.O) raised the monthly fee for the U.S. version of its fast-shipping and video-streaming service Amazon Prime by $2.

Questions:

1. What is the goal of this price increase?
2. When was the last time Amazon raised a Prime rate?
3. What did Amazon’s price increase coincide with?
4. Approximately how many Prime members does Amazon have?

Source:

Venugopal, A. Amazon boosts monthly fee for Prime by $2, maintains yearly rate. Reuters, Jan. 19 (Retrievable online at https://www.reuters.com/article/us-amazon-com-price/amazon-boosts-monthly-fee-for-prime-by-2-maintains-yearly-rate-idUSKBN1F81P3)