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Judging from what I’ve read on various forums and comments on articles related to the increase, I don’t think it will have much of an impact. Sure, as a percentage of the membership cost, it is significant, but it is still only $20 extra per year. Heck, I just bought a six-pack of craft beer that cost nearly $20. One six pack. If I was only using Amazon Prime to stream video, it might make a difference, but I, like most Prime members, use it regularly for 2 day shipping. Since sales tax has been imposed on Amazon purchases in my state, I’m not using it as much, but still enough to make it worthwhile. To be honest, I’m amazed that Amazon has been able to offer free two day shipping for $79 a year. I bought a new 40’ flat screen from them and had it delivered free. Shipping for that alone would have probably been at least 30% or more of the annual fee.