The price increase will be in effect for new customers who sign up after March 20, and will apply to all existing customers when they renew after April 17. As a result, Amazon is likely bracing for a last-minute surge of new subscribers racing to take advantage of one more year of the old $79 price. “That is, pardon the expression, f-ing brilliant,” said Levin. “They will get a rush of signups.” Amazon is actually counting down the days to the Prime membership change on its homepage.
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