J.P. Morgan believes that Amazon may raise the price of Prime membership services in 2026, which is in line with the company's practice of increasing prices every 4 years or so. Importantly, the company expects that even if the subscription price were raised to $159, there would be no significant loss of users or a significant impact on the number of new Prime members. Raising the US Prime membership service price by $20 is expected to generate approximately $3 billion in incremental net sales each year. Of course, if prices are raised on an international scale, the increase in sales will be even higher.

J.P. Morgan believes that Amazon may raise the price of Prime membership services in 2026, which is in line with the company's practice of increasing prices every 4 years or so. Importantly, the company expects that even if the subscription price were raised to $159, there would be no significant loss of users or a significant impact on the number of new Prime members. Raising the US Prime membership service price by $20 is expected to generate approximately $3 billion in incremental net sales each year. Of course, if prices are raised on an international scale, the increase in sales will be even higher.