Why is Amazon raising the price of Prime and does it need to?

// Amazon last week announced it was raising the price of its popular, on-demand delivery service Prime for the third time in the division’s history, costing US consumers $139 annually instead of $119.

The news came at the same time the world’s largest ecommerce site announced its annual revenue had climbed to $31.95 billion (£23.6 billion) from $26.54 billion ($19.6 billion) in 2020, prompting an outcry from consumers asking why they need to pay extra for the service.

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