Amazon is under increasing pressure to raise the price of its Prime membership soon, according to Amazon insiders and Wall Street analysts
by as much as $2 in the US and Canada. That extra money will support more investment in original content that competes with Amazon's streaming video offerings.
"My guess is that churn would be extremely low just because the value of Prime is so strong and the value of Prime keeps growing," Mahaney said. Nearly 95% of Prime members choose to renew their subscription after one year, Consumer Intelligence Research Partners reported Wednesday. After two years of membership, the Prime renewal rate is closer to 98%.A price increase, though, isn't inevitable this year, Amazon insiders said.
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