It's likely that I will give up Amazon Prime at my next renewal. I already buy way too many things from Amazon and partially because of the free Prime shipping. My significant other and I have just recently talked about how much we're spending on Amazon. If I cancel Amazon Prime, it'll definitely curb how much I spend on Amazon. The only other service that we use regularly is Prime Music. But I think we can use Pandora or IHeartRadio instead. We rarely watch Prime Video since we have Netflix.
Although the increase is only $20 (just like before), the psychological hurdle of going over $100 is a big one. When they changed the price from $79 to $99 back in 2014, it was not a big deal. I didn't even think twice about it. But this time it's going over the $100 barrier. I expect many current Prime members as well as new potential members will think twice about paying more than $100 for Prime.
Since about 5 years ago, I've noticed that pricing on Amazon has not been as competitive as it used to be. And the constant price fluctuation is quite annoying. Something might be $27.99 one day, and $19.99 the next day, and then jump up to $49.99 for the next 3 months while other places have it for $29.99 all the time. It's like that for many products on Amazon. Just check Camelcamelcamel (a price history site) and you can see the price history and the big fluctuations.
Btw, does anyone else feel that Amazon is getting too big for its own good? I started to think that when they acquired Whole Foods and Ring (the doorbell people). I also feel the same about Google when they acquired Nest (the thermostat people).
I wonder if anyone from Amazon still come to this site. There used to be a couple of higher-ups from Amazon that came here a few years ago. I'm not sure if they still read this forum.