Amazon recently raised the price of its Prime service, which offers free 2-day shipping, video-streaming service, and free Kindle book rentals. The company has been considering the increase for months, but just made it official last week. How will this impact the number of Prime members? And do people still consider the offer to be a good value?
In Ask Your Target Market’s latest survey, 19% of respondents said they currently belong to Amazon Prime. Another 18% said they’ve been a Prime member in the past. And 63% said they’ve never joined Amazon Prime. People may have already started leaving Amazon Prime because of the price increase. In a February 2014 survey before the increase was official, 21% of respondents were Prime members, and 16% had been Prime members in the past.
Now that the price has increased from $79 to $99 per year, just 29% of members said they will definitely continue using the service. 43% said they will probably continue using Amazon Prime. 24% said they probably won’t use Amazon Prime anymore, now that the price has increased. And just 4% said they definitely won’t continue using Amazon Prime.
As for potential members, only 3% of non-members said they would be interested in joining Amazon Prime for $99 per year. 14% said they might consider joining for that price. 66% said the price is too high for them to consider joining Amazon Prime. And 16% said they would not be interested in Amazon Prime, but not because of the price.
But even though the price seems to impact a lot of members and potential members, Amazon still offers quite a bit of features to Amazon Prime members. But in general, just 22% of overall respondents said they consider $99 per year for free 2-day shipping, video streaming service and free Kindle rentals to be a good value. 44% said they do not think it is a good value. And 34% are neutral or undecided.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on March 17 via AYTM’s online survey panel.