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“Amazon Prime, the price increases in the United States. And in Italy?” we wrote last February. The answer came today: even in Italy the Amazon Prime subscription price is increasing: from next September 15th, 49.90 euros per year or 4.99 euros per month will be needed to benefit from all the services included in the Prime package. The increases will also apply to the Prime Student rates. More specifically:
- the Prime annual subscription will go from 36 euros to 49.90 euros
- the Prime monthly subscription will go from 3.99 euros to 4.99 euros
- the Prime Student annual subscription will go from 18 euros to 24.95 euros
- the Prime Student monthly subscription will go from € 1.99 to € 2.49
All the price increases indicated above will apply to Prime memberships starting from September 15th, therefore the rates currently in force will still be applied to the monthly or annual renewals that will take place before that date – the same applies to those who are not yet a customer but intend to subscribe one of the Prime subscriptions before September 15th.
Amazon Italia from today (July 26) has started to send the communication via e-mail regarding the contract modification to Prime subscribers. In the official note – it is reported in full below – it is emphasized that this is the first price increase applied in Italy since 2018 (at the time it went from 19.99 euros / year to 36 euros / year) and that the reason is linked to need to cover costs that have increased due to inflation.
Dear Prime Customer,
Thank you for joining Amazon Prime.
We contact you to inform you of a future change to the price of your subscription.
Starting September 15, 2022, the price of the monthly Prime subscription will increase from € 3.99 to € 4.99 per month and the price of the annual Prime subscription will increase from € 36.00 to € 49.90 per year. The new rate will apply to renewals starting September 15, 2022 inclusive. You can check your next renewal date, change or cancel your subscription by visiting your account.
This modification is made on the basis of, and in accordance with, Clause 5 of the Amazon Prime Terms and Conditions. The reasons for this change are related to a general and substantial increase in the overall costs due to inflation, which affects the specific costs of the Amazon Prime service in Italy and are based on external circumstances, beyond our control.
We continue to strive to improve the Amazon Prime service for our customers. It is the first time that we have changed the price of Prime in Italy since 2018. In the meantime, we have expanded the selection of products available with unlimited fast Prime delivery, at no additional cost; we have activated and improved the delivery of groceries with Amazon Fresh; and we have added more and more quality digital entertainment, such as TV series, movies, music, games and books. In particular, Prime Video has expanded the collection of Amazon Originals series and films and activated access to live sports, such as the UEFA Champions League.
Sincerely,
Your Amazon Prime team
Please note that under the aforementioned Clause 5 of the Amazon Prime Terms and Conditions, subscribers have right to refuse unilateral changes to the contract and they keep the ability to cancel your Prime membership at any time (to intervene on the current Prime subscription plan – also possibly passing from the annual to the monthly one and vice versa – it is sufficient link to this page by logging in with your Amazon account details).
Italy will not be the only country where Amazon plans to apply the Prime subscription price from 15 September. At the same time, similar provisions were announced applicable to France, Germany, Spain and the United Kingdom. In short:
- France: from 49 to 69.90 euros / year, + 43%
- Spain: from 36 to 49.90 euros / year (as in Italy), + 39%
- Germany: from 69 to 89.90 euros / year, + 30%
- UK: £ 79 to £ 95 / year, + 20%
NOTE: article updated with the price increases expected for other European markets, again starting on September 15th
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