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The price of a monthly Prime membership for new members increased to $12.99 from $10.99 on Friday.

The monthly student rate also increased to $6.49 from $5.49. On a yearly premise, month to month enrollments will now cost buyers $156 a year. Though Amazon Prime does come with a free-shipping program, we're most interested in how this impacts Prime Video, if at all, and how it all compares to rival Netflix.

Amazon Prime members receive free shipping on eligible purchases; movie, TV and music streaming; and access to exclusive sales. The company also pointed out that if you pay the $99 yearly fee up front, pricing will remain the same.

Of course, an Amazon Prime membership offers more than just access to Amazon Prime Video.

Amazon has managed to make its services vital, or at least lent them the appearance of vitality, which means any Prime price increase puts customers in a tough spot. If you're on the monthly plan and wind up sticking with Prime for a year, you'll pay nearly $156.

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- Amazon Prime fees are on the rise for customers who are charged on a monthly basis. Amazon Prime Student members will continue to pay the $49 annual fee.

Worldwide, global app downloads surpassed 175 billion, last year, while the number of apps that consumers downloaded increased by 60% from 2015 to 2017, according to App Annie. The online retailer said more than four million people started their free trials or paid memberships in one week alone during the holiday shopping season. Those two fragments of the market have generally been a little level of Amazon's enormous populace of Prime clients.

Amazon also said millions of Amazon Prime members voice shopped with Alexa for items, including everyday household essentials during that time frame.

MORE: What Is Amazon Prime? In 2014, Amazon raised the price to its current, unchanged, $99. The study estimates that Amazon Prime subscribers spend $1,300 per year.