The Drum Awards Festival - Official Deadline

-d -h -min -sec


Amazon switches from annual to monthly Prime and Prime Video subscriptions


By John Glenday, Reporter

April 18, 2016 | 1 min read

Amazon is lowering the bar to entry for its Prime and Prime Video services by scrapping the requirement for customers to sign-up for a full year and instead allow people to come and go on a rolling monthly contract.

The new pricing options were rolled out over the weekend with Prime priced at $10.99 per month and Prime Video setting people back $8.99 a month.

For those willing to commit to a full year, however, the annual option will remain available at $99 for Prime, which includes the video subscription and free shipping, giving people the best value deal possible.

The latest pricing strategy change is being interpreted as a direct challenge to the likes of Netflix and Hulu, directly undercutting the former which recently upped its own monthly subscription to $9.99.


More from Amazon

View all


Industry insights

View all
Add your own content +