Amazon(US:AMZN) 智通财经网·2025-06-27 11:50Core Viewpoint - Amazon is expected to raise its Prime membership prices in 2025 due to rising transportation and delivery costs, as well as the expansion of Prime services, which now include streaming and exclusive content [1][2] Group 1: Price Increase Expectations - Analysts speculate that Amazon may increase the Prime membership fee, which is currently $139 per year, based on the value of the services provided [1] - Morgan Stanley's analysis estimates that the total value of Prime services is approximately $1,430 per year, significantly higher than the estimated $544 in 2016 [1] - The last price increase occurred in 2022, and historically, Amazon raises prices approximately every four years [2] Group 2: Financial Implications - A potential $20 increase in the Prime membership fee could generate an additional $3 billion in net sales annually in the U.S. [2] - If prices are raised internationally, the increase in sales could be even more substantial [2] Group 3: Market Impact - The decision to adjust Prime pricing may influence various companies, including Walmart, Costco, Target, Netflix, and Best Buy [2] - Analysts express mixed feelings about the price increase, with some hoping for no increase to maintain market share [2]