Would you pay $120 for Amazon prime?

$99 is perfect from marketing standpoint in that it doesn't cross the triple-digit psychological barrier.

I split the cost with someone else and get the student rate so I only really pay $25/yr at the new $49 price.

I wonder if Amazon put out the $120 figure because now everyone is thinking "Great, it only went up $20 instead of $40"? If not for the $120 discussion, people would be saying "It went up by 25%'.

I don't have it myself, but I read on another site that you can buy a gift membership for yourself at the current $79 and not have it start until your current membership runs out.

FPP wrote in post #16761346
I wonder if Amazon put out the $120 figure because now everyone is thinking "Great, it only went up $20 instead of $40"? If not for the $120 discussion, people would be saying "It went up by 25%'.

I figured this would happen from the minute I started reading the $120 figure everywhere. That seemed like too steep an increase to survive the publicity anyway.