Amazon is raising the price of Prime membership in the US, and analysts say that UK customers will likely face a similar hike soon.

The online shopping giant is increasing the Prime monthly subscription cost, which gives access to its Prime Video streaming service as well as speedier shipping on goods, from $10.99 to $12.99 – an 18 per cent jump.

Daniel Ives of GBH Insights, said: “We believe it is likely that the annual plan will stay unchanged but monthly will also go up in the UK.”  The analyst added he believes Amazon’s decision is a “smart and strategic move” that will “drive monthly Prime members to yearly subscriptions” as the company seeks to significantly up its content spend.

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