I like prime, but a 20% increase seems steep. There's a lot of benefits, but does anyone use all of them? It might be better for the consumers if they broke the benefits up into different subscriptions. Then we could pay for only the services we use.
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It's worth it if you consume their Prime Video and free shipping. Other add-ons I personally rarely use. But due to the volume of what my family orders, we are willing to pay, but I know many others may hit the money wall and will find other ways like Jet, Walmart pick-up, et al.