Subscriptions (Prime)
Q2 2026 subscription revenue $13.7B, up 12%.
The numbers
What it is
Recurring fees from Amazon Prime and other paid memberships, including video, music and other subscriptions. Prime's free shipping and perks drive purchase frequency across the retail business.
Why it matters to the stock. Subscription revenue is recurring and supports retail purchase frequency, and is a read on the Prime price and membership base.
News
Prime Video launches $29.99 five-service streaming bundle in the US
Prime Video launched a bundle of five premium streaming services in the US on September 15, 2026, priced at $29.99 a month.
Product
Prime Video ad-free tier rises to $4.99 a month and is renamed Prime Video Ultra
The ad-free option for Prime Video went from $2.99 to $4.99 a month and was renamed Prime Video Ultra, with the new price taking effect April 10, 2026.
Product