Amazon Prime Raises Australian Prices by up to 30 Per Cent
Amazon Prime has raised subscription prices in Australia by up to 30 per cent, lifting monthly fees from $9.99 to $12.99 and annual memberships from $79 to $99, as reported by nine.com.au on October 21, 2026. The retail giant attributed the adjustments to an expanding catalogue of digital offerings and delivery perks. Amazon customers were informed of the change via email. This marks the first price increase in Australia in three years.
Immediate Price Implementation for New and Existing Users
New subscribers face the increased rates immediately. For existing customers, current costs remain locked in until their first billing renewal on or after November 25, 2026, just ahead of the Christmas shopping period, according to nine.com.au.
An Amazon spokesperson defended the adjustment by pointing to recent service expansions. “Prime members in Australia love the combined value Prime gives them, including shopping, delivery, savings, deals and entertainment benefits in a single membership,” the spokesperson told 7NEWS.com.au. The company cited the rollout of overnight delivery before 8 a.m. across hundreds of thousands of products in four cities, alongside same-day delivery across nine regions. The spokesperson added: “With the continued expansion of Prime member benefits, and so we can continue growing the offering, we will change the price of Prime to $12.99 per month or $99 per year.”
Membership Features Remain Unchanged Despite Fee Increase
Despite the higher cost, the scope of membership features remains unchanged. Subscribers continue to receive free delivery, Prime Video, Amazon Music Prime, Prime Reading, cloud gaming via Amazon Luna, and access to shopping events like Prime Day and Prime Big Deal Days, nine.com.au reported.
This fee increase follows other recent subscription jumps across the Australian market. Disney+, Netflix, and Paramount+ all rolled out higher pricing tiers earlier in 2026.
Regulatory Scrutiny Surrounding the Platform
The price changes coincide with ongoing legal pressure from Australian regulators. In June, the Australian Competition and Consumer Commission sued Amazon, alleging that contracts with more than a million Prime subscribers contained five unfair contract terms relied upon to introduce advertisements in July 2024, as detailed by 7NEWS.com.au.