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Amazon Prime reveals price hike for Irish customers coming soon


Amazon boss Jeff Bezos.

Amazon boss Jeff Bezos.

Amazon boss Jeff Bezos.

Amazon Prime will increase in price for the first time in years and Irish customers are set to see a significant increase in their membership fees.

For Irish customers, there are likely to be two different price increases, depending on which marketplace they are subscribed through – the UK or Germany.

Those with an annual subscription through the German .de marketplace, their bill will increase by 30pc from €69 to €89.90.

Customers who elected to pay the monthly fee of €7.99 will now be paying €8.99 - a rise of 12.5pc. Their bill will now be close to €108 annually via the .de marketplace.

Those who are subscribed via the UK offering, will be paying £8.99 per month instead of £7.99, while the annual fee will rise from £79 to £95 (from €93 to €112 per year). 

Amazon announced the price hike on Monday, days before the online retailer reports quarterly financial results.

Amazon cited "increased inflation and operating costs" as well as faster delivery and more content to stream in statements on the price rises, the first since 2018 for some countries.

"We will keep working to ensure Prime offers exceptional value for members," it said in a statement.

The price hike, following one that Amazon announced for Prime in the United States in February, reflects mounting pressure from Wall Street on new Chief Executive Andy Jassy to shore up profit as inflation rises and a downturn looms.

Shoppers in Germany, Amazon's second-biggest market after the United States, will also see fees for an annual Prime membership rise 30pc to €89.90. The retailer's No. 3 market, the United Kingdom, will have a 20pc increase to £95 pounds per year, while Amazon sites covering Spain, Italy and France will charge Prime members between 39pc and 43pc more yearly.

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The changes take effect starting September 15 when members join or next renew.

In April, Amazon posted its first quarterly loss in seven years from headwinds including higher wages, rising gas costs and an unrealised loss from its stake in Rivian Automotive Inc. In Q2, the value of that investment declined another $4 billion. Ford Motor Co, also a Rivian investor, recently sold some of its shares.

Amazon said it remains committed to working with Rivian, "an important partner" helping it put thousands of electric delivery vans on the road in the United States in 2022.

Analysts on average expect net income of $1.38 billion when Amazon reports results on Thursday, according to IBES data from Refinitiv. This week, Walmart Inc warned its 2022 profit would fall more than anticipated as higher fuel and food prices led consumers to ease discretionary spending. 

Amazon, after record operating profits from at-home shopping in the pandemic, is now on a cost-cutting program. It has not backfilled roles in some warehouses, paused building a major office space in Bellevue, Washington and slowed warehouse openings while letting leases lapse.

It has increased prices for some merchants selling on its platform, too. In May, Amazon imposed an average 4.3PC fuel and inflation surcharge on sellers storing and shipping their products in major European markets, following a similar move in the United States.

Analysts are concerned a downturn could slow a major profit engine for the company, its cloud division Amazon Web Services (AWS).

"AWS revenue is more exposed than (cloud rival Microsoft Corp's given a greater portion of the clients are in the startup space, which is under pressure," Bernstein Research said in a recent note.

How much the Prime hikes will offset costs was unclear. Months into the US increase, the percentage of shoppers who were Prime members for a year had grown, Colin Sebastian of Baird Equity Research said after Amazon's Prime Day event.

While the July Marketing blitz was "not a blow out," he said, "there is less churn than feared from higher membership costs."

With additional reporting from Reuters.

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