Key takeaways
- 💸 Price hike expected: Amazon Prime may increase to $159/year in 2026 (up $20 from current $139), continuing its 4-year cycle of increases .
- 📺 More ads rolling out: Prime Video now shows more commercials, with an extra $2.99/month fee for ad-free viewing, sparking user complaints about "unbearable" ad frequency .
- 🚛 Shipping still anchors value: Free fast shipping remains Prime's core draw, with analysts estimating membership value at ~$1,430/year despite price hikes .
- 🎓 Discounts exist: Students, EBT recipients, and Medicaid enrollees qualify for discounted Prime memberships .
The $20 bump: What analysts see coming
Wall Street's buzzing about Prime's next move, J.P. Morgan predicts a $159/year fee by 2026. Which, if you do the math, would be a $20 jump from today's $139 rate. They say this fits Amazon's pattern: roughly every four years, the cost creeps up. Like, back in 2014 it was $79, then $99... then $119 in 2018, and $139 in 2022. So yeah, 2026’s looking like the next hike window .
Analysts think this could net Amazon $3 billion more annually, without many folks quitting. Why? Cause Prime bundles so much: shipping, video, music, groceries. J.P. Morgan even crunched numbers suggesting the whole package is worth like $1,430 a year to users. That’s way over ten times what folks pay now .
But not everyone’s convinced. With inflation pinching wallets, some members might recalc if they really watch enough shows or order enough packages to justify another increase. Specially when Walmart+ sits at $98/year .
Ads invading your shows: What’s changing
Prime Video’s ad load just got heavier in 2025, and subscribers are mad. Like, Reddit threads full of “unbearable” and “I’m done” comments. One user griped: “Ads pop right in emotional scenes... ruins everything” .
Amazon started testing ads a year ago, charging $2.99 extra monthly to remove them. Since folks didn’t cancel in droves? They’ve added even more commercials now. Which feels like a nudge to pay that premium. Annoying quirks too: rewind a show? You might replay the same ad break .
How this fits with the rumored membership hike: Amazon’s likely using ad revenue to fund pricier content, think Rings of Power (cost: $715 million) or NFL streaming rights. But for light users, paying extra twice, for Prime + ad-free, stings .
Why people stick around: Shipping still rules
Even with ads and pricier subs, shipping keeps Prime glued to people’s budgets. Free one-day or same-day delivery, especially near holidays, saves trips to crowded stores. Heavy users? They might save hundreds a year just on shipping fees .
But it’s not just speed. Perks tucked inside Prime:
- Prime Day deals: Exclusive early access to summer + October sales
- Whole Foods discounts: 10% off sale items for members
- RxPass: $5/month for unlimited generic meds
For city dwellers or parents? These stack up fast. Still, if you mostly wanted Prime for The Boys or Thursday Night Football? The bundle’s value dims next to pure streamers like Netflix or Hulu .
History of Prime’s price jumps
Amazon doesn’t hike on a whim. It’s followed a steady rhythm, every four years, since 2014. Here’s how the math’s played out:
Table: Amazon Prime U.S. Price History
Notice how each bump tied to new features? 2014 added streaming; 2018 bundled groceries. The 2022 hike came with pharmacy discounts and Grubhub+. If 2026’s increase lands, expect Amazon to spotlight newer perks like AI-powered shopping or expanded live sports .
Ads vs. no-ads: What it costs now
Prime Video’s ad-free upgrade splits your choices:
- Stick with ads: Free if you’re a Prime member ($139/year)
- Pay $2.99/month extra: Skip ads (≈ $36/year added)
- Standalone Prime Video: $8.99/month (no shipping perks)
Compared to rivals? Netflix charges $15.49/month for ad-free HD streams. Max (HBO) is $15.99. So Prime’s bundle, even with the $2.99 add-on, still undercuts them if you use shipping .
But here’s the rub: Amazon’s ad-load feels heavier lately. Users report 4-6 ad breaks per movie, versus 2-3 on Hulu. And glitches force rewatching ads if you pause or rewind. Feels... aggressive .
Competing services: How they stack
Table: Prime Alternatives Compared (2025)
Walmart+ undercuts Prime by $41, but lacks major video content. Netflix costs more annually just for streaming. For die-hard Amazon users? The bundle still wins. But occasional shoppers might grab Prime Video standalone ($8.99/month) + free-shipping thresholds ($25+ orders) sans membership .
How to save: Discounts + smart cancelling
Don’t sleep on hidden discounts:
- Students: $7.49/month (half off) for up to 4 years
- EBT/Medicaid recipients: $6.99/month via Prime Access
- Annual vs. monthly: Pay $139 upfront → save $40/year over monthly [$14.99 x 12]
If you’re wavering? Time cancellations post-holiday or Prime Day. Amazon refunds unused months. Or rotate services, binge The Boys in summer, cancel, then resub for Christmas deals .
Is Prime still worth it? Breaking it down
Probably yes if you:
- Order 2+ packages monthly ($7-10 shipping fees each x 12 ≈ $168+/year)
- Use Prime Video weekly
- Buy from Whole Foods regularly
- Tap perks like Grubhub+ or RxPass
Maybe not if you:
- Mostly watch Netflix/Disney+
- Use Walmart/Target for groceries
- Only order 5-6 times a year
Crunch your usage. That $159/year equals $13.25 monthly. If fast shipping saves you 2 urgent trips ($7 gas + $5 “convenience fee” at corner store?), it washes out .
FAQ
Will Amazon Prime cost $159 in 2025?
Not yet. Analysts predict $159 for 2026. Current 2025 rate stays $139/year or $14.99/month .
How do I avoid ads on Prime Video?
Pay $2.99/month extra via Account Settings > Go Ad Free. Else, ads play before/during shows starting mid-2025 .
Can I get Prime cheaper?
Yes, students pay $7.49/month. EBT/Medicaid users get Prime Access at $6.99/month. Switch to annual billing saves $40/year .
Has Prime Video gotten worse with ads?
Users report more frequent ad breaks in 2025 vs. 2024. Glitches sometimes force rewatching ads if you rewind .
Should I cancel before the price hike?
If you rarely use shipping? Maybe. But heavy users save more on delivery than the hike costs. Calculate your shipping spend first .