Amazon Prime ain't cheap. Not for you, and certainly not for Amazon. What it costs the company, though, isn't really our problem. What we're concerned with is that the price to be an Amazon Prime member is going up starting May 11, from $99 a year to $119 a year. Amazon has yet to officially announce the price increase to customers, but the news apparently was dropped by CFO Brian Olsavsky during an analyst call. (Via ReCode)

There's a slight grace period here on renewals, too. If your renewal date is before June 16, you'll still pay the $99 fee. And after that date Prime members won't be able to prepay at the lower rate.

The last time Amazon raised the price this much was in the spring of 2014, when it went from $79 annually to $99 annually. For those of you doing the math at home, that'll be a 50 percent increase in four years.

So once again we'll all have to do that little dance in our heads where we think about whether a Prime membership is worth it — and whether a 20 percent increase is palatable. "Free" two-day shipping? Maybe. All that streaming video content — including excellent originals like The Marvelous Mrs. Maisel, The Man in the High Castle, and Bosh — probably.

But you're going to have to make sure you make use of it.

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