Amazon Prime gets price hike across Europe

The Lord of the Rings: The Rings of Power

Amazon has announced a price increase for its Prime subscription in Europe.

Starting on September 15, Prime subscriptions across Europe will increase by varying amounts across the continent, with the price increasing by up to 43%.

The smallest proportional increase of 20% will be applied in the UK where the price will increase from £79 to £95 per year. The UK was already the most expensive country in Europe for a Prime subscription, with this being the first price increase since 2014.

Italy and Spain will experience the same 39% increase from €36 to €49.90 per year, while the price will go up by 30% in Germany from €69 to €89.90 per year. The biggest increase proportionally will be in France, where the price will go up 43% from €49 to €69.90 per year.

The news comes months after Amazon upped the price of Prime subscription in the US from US$119 per year to US$139. 

According to Reuters, the company has attributed the upped prices to “increased inflation and operating costs”, while also pointing towards its increasing content investments. Amazon is set to debut The Lord of the Rings: The Rings of Power in September, with the company spending a reported US$465 million on its first season to make it the most expensive TV show ever. At the beginning of July, Amazon acquired a rights package for the UEFA Champions League in the UK to break BT’s near-decade-long stranglehold on the competition.