TLDR
Amazon has raised its Australian Prime subscription price for the first time since 2023, with the monthly fee climbing 30 per cent to $12.99 and the annual fee to $99. New members pay the higher rate immediately, while existing members move to the new price at their next renewal from 25 November 2026.
KEY TAKEAWAYS
Amazon has lifted its Australian Prime monthly fee from AU$9.99 to AU$12.99, a 30 per cent increase that takes effect immediately for new members. The annual plan rises from AU$79 to AU$99 under the same announcement.
Existing members will move to the new rate at their next renewal on or after 25 November 2026. The timing puts the increase ahead of the Black Friday and holiday sales period.
Amazon said the price change reflects an expansion of member benefits added over the past six months. Those additions include free overnight delivery before 8am on hundreds of thousands of products in four cities, same-day delivery across nine regions, new TV series and movies on Prime Video, live sport, and free access to Alexa+.
Amazon said it remains committed to growing the value of Prime for members, pointing to exclusive deals through events such as Prime Day as further evidence of the offering's expansion.
Prime's existing bundle covers free and expedited delivery, Prime Video, Prime Music, Prime Reading, cloud gaming through Amazon Luna, and member-only events including Prime Day and Prime Big Deal Days.
Amazon launched Prime in Australia in June 2018. The last price adjustment before this one came in May 2023, when the monthly rate moved to AU$9.99 and the annual rate to AU$79. The Australian Competition and Consumer Commission has a separate matter before the courts concerning Amazon's introduction of advertisements to Prime Video and the use of allegedly unfair contract terms.
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