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Amazon Music Unlimited subscription prices are rising again

Amazon Music Unlimited will raise subscription prices in early 2025, citing enhanced features like audiobook borrowing and a personalized year-in-review tool. Prime members face a $10 annual hike, while Family Plans increase by $30 annually. The move sparks debate as subscribers weigh the value of new features against higher costs.

Amazon

Amazon Music Unlimited has announced upcoming changes to its subscription pricing, a move that has ignited discussions among its millions of users. Effective January 29, 2025, new subscribers will see the higher prices immediately, while existing users will experience the adjustments starting March 5, 2025. Amazon has framed the increase as a step toward delivering more content and improved features, but the question remains: do these enhancements justify the added cost?

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The new pricing affects all subscribers. For Prime members, the Individual Plan will now cost $11 per month instead of $10, marking an annual jump from $99 to $109. Families on the Family Plan face an even steeper climb, with monthly rates rising from $17 to $20 and annual payments increasing from $169 to $199. Non-Prime members with Individual Plans also face a hike, with the monthly rate moving from $11 to $12.

“We’re making this adjustment to bring more value to our customers through enhanced features and an expanded content library,” Amazon said in a brief statement. This rationale echoes the company’s 2023 price hike, suggesting a steady upward trend in its pricing model. Central to Amazon’s justification is its recently added audiobook borrowing feature from Audible, a noteworthy inclusion for book lovers. Additionally, a year-in-review tool, similar to Spotify Wrapped, has been introduced to offer users a more personalized experience.

While these enhancements add unique dimensions to the platform, their value is up for debate. Many long-time subscribers, especially families, are questioning whether these updates are worth the higher costs. “Families are already dealing with rising expenses; this feels like another financial burden,” said Angela M., a mom of three and Amazon Music Unlimited subscriber. For families navigating the $30 annual increase, this sentiment is likely to resonate.

The competitive streaming landscape also complicates matters for Amazon Music Unlimited. Rivals like Spotify and Apple Music are continuously innovating and offering competitive pricing, raising the stakes for Amazon to deliver significant value. While borrowing audiobooks within the music platform is an interesting concept, critics argue that Amazon might fare better by strengthening its core music offerings rather than venturing deeper into audiobooks—a space it already dominates with Audible.

The timing of the announcement is another key consideration. By implementing the pricing changes for loyal subscribers after March 5, Amazon provides users with a window of flexibility, likely aimed at softening potential backlash. Existing subscribers now have time to weigh their options—stay on the platform or explore alternatives.

Historically, Amazon Music Unlimited has not shied away from price adjustments. The last increase occurred in 2023, also tied to feature rollouts, which raises concerns about the frequency of such hikes. This pattern risks alienating price-sensitive customers, especially casual listeners and families. As one commentator put it, “It feels like we’re paying more for features we didn’t ask for.”

That being said, Amazon is leaning heavily on the benefits of its broader ecosystem to retain users. Prime members, for instance, may see the bundled advantages—spanning shopping, video, and music—as enough reason to stay. For those deeply integrated into Amazon’s services, the price increase might be easier to overlook.

Ultimately, the success of Amazon’s move will hinge on how well its new features resonate with subscribers. Borrowing audiobooks and offering personalized music insights are intriguing additions, but will they be compelling enough to justify higher costs for users? For now, Amazon seems confident that its enhanced offerings will bring enough value to outweigh the added expense. Whether that confidence translates into customer satisfaction remains to be seen.

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