The new price point is not too high but is a significant jump. Amazon Prime will now set you back $99 dollars a year. The jump in cost is not as high as it could have been. Earlier Amazon was talking about the possibility of the price hitting $129 a year. The price hike was a result of rising shipping costs on the 2 day shipping and the streaming content licensing fees. Although the increase is 20 dollars the sting is lessened by the steady stream of new content in the Prime instant video section.
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