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Late last week, Amazon sent the following email to US members of its Prime service:

Dear Prime member,

Thank you for being a valued member of Amazon Prime. We are writing to you about an upcoming change to your membership.

The price of the annual Prime membership increased from $99 to $119 on May 11, 2018. The new price will apply to your renewals starting December 11, 2018.

(Content Guy’s Note: December 11 is my Prime renewal date. The increase will be charged to Prime members whenever their renewals kick in.)

Prime provides an unparalleled combination of shopping and entertainment benefits, and we continue to invest in making Prime even more valuable for our members. We have expanded Prime Free Same-Day and Prime Free One-Day delivery to more than 8,000 cities and towns and we will keep expanding. The number of items eligible for free two-day shipping increased in recent years from 20 million to more than 100 million items. Members also enjoy unlimited streaming access to millions of songs and thousands of movies and TV shows, including popular and award-winning Prime Originals.

No further action is required. You may manage your Prime membership anytime by visiting Your Account.

Sincerely,

Your Amazon Prime Team

KC's View:
One friend of mine responded to this email by writing to me…

Hey Kevin. What a crock! I’m canceling my Prime membership on principle alone. Who thinks that they can send a 20% increase to a service with a stupid note like this!!!!

I think I agree with the observation, though I won’t be cancelling Prime anytime soon because I enjoy and use its benefits.

The letter from Amazon was curiously dispassionate and bland … almost as if the folks at Amazon take Prime members’ allegiance for granted a bit.

I expect more than that from Amazon, because they usually are better than this. Passion can be contagious.