You're correct, I've only been a Prime customer for as long as it's been $99 annually, which was sometime in 2014 [0]. However, they've still added more to what

You're correct, I've only been a Prime customer for as long as it's been $99 annually, which was sometime in 2014 [0]. However, they've still added more to what Prime membership includes since that time so my statement remains true for myself. >But in all cases, while your price for that channel hasn't increased, the market price for that channel has. The only important factor for what I receive for what I'm paying is the price I'm paying. Other people's pricing is irrelevant. Other people's prices are not what I am paying and are not a factor in determining if I feel I am getting value for my money. If I think Amazon Prime is worth $99/yr and not a cent more - then if they ever increase my pricing then I simply cancel my subscription and now they lose my $99/yr. If they grandfather me in since I've been paying $99/yr for years then they'll likely continue to receive my $99/yr as long as I feel the price is still justified for what I receive. If they begin removing things (eg: Prime no longer is 2 day shipping) then I cancel as I'd no longer be getting my money's worth. I am not stating "forced bundles" are good - but just that I don't pay for Prime because of any of the extra bundled items and the price I have been paying for Prime has not increased even with additional items being added. Even if the price point was set some time in the past under the assumption of these items being added before they had ever been added - I had no knowledge of it and deemed $99/yr to be a fair price to pay at the time, so they are viewed as value adds even if they (technically) might not be. [0] http://time.com/23172/amazon-prime-hikes-price-to-99/ http://time.com/23172/amazon-prime-hikes-price-to-99/ (Amazon's official announcement is in the second sentence but is a lengthy URL with querystrings)