Amazon switches from annual to monthly Prime and Prime Video subscriptions
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.